The Grocers 
WmdowBook 




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Copyright>3?- 



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C.QESF.IGHT DEPOSIT. 



MERCHANTS' REFERENCE LIBRARY 



The 

GROCER'S WINDOW 

BOOK 



The Grocer's 
Window Book 

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A Compilation of Practical Plans 
for Displaying Merchandise 

(THIRD EDITION) 



By R. E. TAYLOR 

OF THE STAFF OF THE MODERN GROCER 



The Modern Grocer Publishing Company 

CHICAGO 



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T//£ GROCER'S WINDOW BOOK 

Copyright 1919 

BY 

THE MODERN GROCER PUBLISHING COMPANY 
Chicago, U. S. A. 



1319 



A536258 



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To f/ie 

Retail Grocers of the United States 



The plans presented and described in this book are intended 
for adoption in the zvindows of those grocers who appreciate 
and acknowledge the advertising value of a strong, clean and 
dignified window display. There has never been published a 
book on grocery store windows worthy the name. In dedicating 
this book to the retail grocers of the United States, the author 
offers such suggestions and ideas as the grocer or his clerk 
can secure from the plans presented on its pages, with the 
hope that the actual work of preparing his window displays, 
to produce the maximum in sales, may be made less, and the 
benefits resulting therefrom, made greater. 



FOREWORD 
The Window Book— Its Purpose 

THE Grocer's Window Book, the first of its kind to be published, was 
designed to fill that long-felt want which has been voiced at some time 
by almost every grocer in the United States. The first edition met 
with so enthusiastic a welcome that it was followed shortly by a second, and 
now by the third edition. In each revisions have been made, new material 
added and every effort made to render the volume still more valuable to the 
merchant, for whose guidance it was published. 

In presenting this third edition, there is nothing to add to the statement in 
the preface of the first edition. The need for such a volume is still as great 
and the demand as presssing as when the Grocer's Window Book first made 
its appearance. Much has been written and published for the benefit of the 
window trimmer in other lines, but the grocery field with this exception has 
been neglected. The sales value of an attractive window display of foods is 
conceded. The strong appeal made by the grocery window is more direct and 
turns the desire to have into the state of having more quickly than does any 
other line of merchandise displayed in a window. Therefore, adequate dis- 
plays in the grocery window have come to be recognized, not only as an indis- 
pensable part of the proper conduct of the grocery store, but without question, 
the most important method of advertising to promote sales. 

The plans and descriptions in this book conform with those limitations 
which naturally exist in the grocery business, and especially in the many smaller 
stores. They are intended as suggestions and not iron-clad rules. The one 
who prepares the display should vary the plans in any way that he is sure 
will improve them. If a considerable expenditure of time, money, or even 
space is required, displays will be dispensed with in many stores, and the re- 
tention of a window trimmer's services is in the majority of cases out of the 
question. 

For that reason the Grocer's Window Book will meet with immediate 
acceptance by those hundreds of retail grocers who realize all too well that 



good windows sell goods and that the proper trimming of the grocery window 
is today an all important essential. 

It is taken for granted that such precautions as will eliminate an untidy 
window floor, or dingy window glass, make impossible the showing of a special 
feature past its time, such as Christmas bells displayed in February, and the 
overcrowding of the display itself, are recognized as among the important 
fundamentals. 

The subject of the store's front as it relates to adequate window display 
space is discussed. The most effective method of lighting the window, the 
preparation of window cards, and other features are provided for. In several 
instances some representative windows are reproduced. 



PART ONE 



TECHNICAL INFORMATION CONCERNING 
CONSTRUCTION, VENTILATION AND LIGHTING 
OF SHOW WINDOWS; SHOW CARD WRITING. 



The Modern Store Front 



*w* HEX retailing began, the art of dis- 
JgL play began, and up through its various 
*™ stages probably no part of retailing 
has undergone such radical improvement as 
the art of display. It is useless to try to 
get by the fact that every purchase each one 
of us makes, no matter what it may be, fol- 
lows naturally that first step of attraction. 
The store front of today possesses the 



very same function it possessed in its con- 
ception — to show and sell merchandise. The 
degree of its success is always dependable 
upon these elements; its fitness to the busi- 
ness with which it is associated, its general 
attractiveness and its efficiency. By "fitness 
to the business with which it is associated" 
is meant that a store front to be successful 
must be designed so that the merchant is 




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A Variety of Store Front Plans Showing Different Methods of Providing for Vestibule, Window 

Space and Entrance to Upper Floor 



enabled to exhibit practically every line 
every day. 

The primary function of a store front is 
to show and sell merchandise. Put an 
article in the window on display and its 
chance for quick sale is increased. Then 
it is safe to say that if four articles are 
displayed in the windows the sales on these 
four articles will increase. A store front 
that will make possible the most compre- 
hensive and attractive display every minute 
of the day is one of the fundamentals in 
window trimming. 

A design of store front that has been 
adopted by a good many grocers with much 
success is one that can be installed in a 
building all the way from 20 feet to 30 feet 
in width. There is one point it is well to 
bear in mind, and that is in the desire to 
increase actual show window space, don't 
sacrifice vestibule space. No matter how 
many hundreds of people become interested 
in the store's window displays, and even 
stop to study them, they will not enter the 



store if crowding and jostling become nec- 
essary. 

Large rentals are paid by stores to become 
centrally located — to become so located that 
the maximum number of people pass the 
store's windows. To be able to show the 
greatest number of people what they have 
for sale, through their store front, large 
rentals are paid. Some merchants even go 
so far as to state that two-thirds of their 
rental is for show window purposes. 

That the installation of modern store 
fronts is justified only in the largest cities 
*nd that the small-town stores cannot afford 
to adopt modern and attractive store fronts 
is, of course, a fallacy long since exploded. 

There are today thousands and thousands 
of examples to disprove that thought. 

When a new store front is planned it is 
well to make a thorough investigation — to 
be unquestionably sure that the front 
adopted is the proper one. 

Make a study of some modern fronts 
"to find new ideas, and when a good point 



12 



is found and one that is successful, put it 
down on paper. It is not necessary to be 
a practical mechanical draftsman in order 
to lay out a modern store front because a 
successful front is built around the require- 
ments of the business with which it is asso- 
ciated. The only reason a new store front 
is justified is its ability to increase your 
business because of its provision for at- 
tracting more trade. 

When a new front is to be installed don't 
leave all the details to a carpenter. No 
matter how much experience he has had in 
building he is not competent to design the 
store front to fit the business, simply because 
his experience has not been in that channel. 

First figure out what the business needs, 
then call in a carpenter to help work it out 
structurally. Most any carpenter can build 
a front that will keep out the rain and 
cold — most any of them can build a parti- 
tion — but it takes a merchant or a store 
front specialist to design a front that will 
fit the business — one that will modernize it 
and increase the sales of the store. 

The plans shown give an adequate idea as 
to the many different types that can be in- 
stalled to produce the desired results. 

In the first cut the front elevation of a 
popular style of store front is shown. It 
is of simple design and presents altogether 
cast-iron parts and glass. The construction 
aims at the presentation of the store's 
front, hiding nothing from the view of the 
passer-by. 

At the top and across the entire front of 
the store is a wide metal cross beam sup- 
ported at each side of the building by cast- 
iron columns. The prisms immediately 



below this beam are set in narrow metal 
strips, which applies as well to the plate- 
glass windows. The section below the win- 
dows are likewise of this same construction 
and the cast-iron vestibule arrangement is 
shown in the plan at the bottom of this 
group. 

At the right is shown a cross section of 
the construction of the store front, so 
enlarged as to give in detail the metal parts 
which support firstly the wall of the build- 
ing above the store front, the several sec- 
tions of metal holding the glass, and then 
the ventilating feature, which makes pos- 
sible a clear glass show window during cold 
weather. 

A careful examination of this portion of 
the drawing will reveal the vents or open- 
ings designed to ventilate the window and 
so make possible a clear view of the con- 
tents of the show windows. The draining 
is accomplished by means of these openings, 
as all condensation from the windows falls 
directly through these openings, dispensing 
with the use of a gutter. 

Another of the important features of this 
construction is the possibility of setting of 
all glass from the outside, making unneces- 
sary the ripping out of the entire contents 
or inside fixtures of the window when a 
pane of glass is to be set. 

The other cut shows a variety of floor 
plans providing for the layout of vestibule 
window and stairway entrance to upper 
floors. 

"Increased sales" is the one big business 
excuse for the installation of a new store 
front. 





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An illustration of a modern store front, providing the maximum of display space by- 
reason of the island window in the center with the vestibule entrance, similar to Plan No. 
10, illustrated in the plate on Page 12. 



14 



II 



Ventilation to Prevent Frosting 



jfcwTIHEN the frost is on the window your 
jj^. big advertising medium is out of cir- 
*""■ culation. Cold weather is no excuse 
for lack of effort at window trimming and 
frosted windows cause the passer-by to pass 
faster. 

An "open" window in a row of frosted 
ones will be the oasis in the desert and will 
attract that passer-by. A frosted window 
glass is worse than having no show window 
at all. It is a silent witness that the store 
is not as progressive as it might be. A 
bright, cheery show window in the coldest 
weather is all the more inviting because of 
the contrast between the window and the 
weather. 

Frost on show windows occurs because of 
condensation, which is caused, of course, by 
the difference in temperature in front and 
on the back of the plate-glass. If the air in 
the window is warmer than outside, the 
moisture therein condenses when it strikes 
the cold glass and in extremely cold 
weather turns to frost. 



For this reason it is necessary to have 
(some arrangement whereby the temperature 
on both sides of the glass is practically 
-equal. 

Several remedies have been found suc- 
cessful to prevent frost-covered windows. 
Some of them are only good for slight 
cases of frosting. Where these simple 
remedies do not work, it will be necessary 
to ventilate the window, and in some cases 
to reconstruct the window entirely and have 
it built along scientific lines. 

The methods to be described are not dif- 
ficult to prepare nor do they cost very 
much. Figure A shows the floor of the 
window, with a hole cut in it and another 
cut in the outside baseboard. The two are 
connected by a common stovepipe elbow 
and the two holes should be covered with 
heavy mesh netting, in order to keep out 
hs much of the street litter as possible. 

For a six foot window there should be 
Rt least two such openings and three would 
be better. On the floor of the window 




GLASS 



COLD Alft 
"INLET 



TOP OF WINDOW 5A5H 



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15 




there should be placed a 
deflector that will send 
the incoming cold air up 
against the window, and 
will also protect the wire 
netting and prevent its 
being easily broken. 

This metal cover 
should be closed on the 
two sides and made to 
flare towards the glass 
so as to throw the cold 
air towards it. Figure B 
shows the top of the 
window sash with holes 
drilled to allow the air 
from the openings un- 
derneath to escape. It is 
necessary that there be 
plenty of these holes in 
the top of the window, 
as constant circulation of 
this cold air is the es- 
sence of the plan. 





Figure C shows a metal hood attached 
outside of the top window sash, so as to 
prevent snow or rain from entering the 
window. 

There are several ways of ventilating 
windows of old pattern. First, the floor 
and background must be made thoroughly 
air-tight, and then the ventilation arranged 
by means of any of the following plans 



which adapt themselves to the constructioi 
of any particular window. 

One method is to bore holes through th 
window molding in which the glass rests 
about one inch in diameter ; also bore cor 
responding holes in the upper sash of th 
window, these holes to be six to tweb 
inches apart. There is a metal tube wit 
screened ends that can be procured to fi 








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into these holes, as in Fig. 1. Fig. 2 sug- 
gests how these holes can be bored on the 
lower and upper sash of the window. 

If the glass is so set that there is no 
wooden sash to bore through, it will be 
necessary to overcome this by installing air 
ducts from the base of the window up 
through the floor. Fig. 3 shows an open- 
ing made in the front of the window base 
or bulkhead and a corresponding opening 
made in the window floor. These two open- 
ings can be connected with tin pipe. In 
the top of the window is an opening of the 
same size. 

There are still some show windows built 
in what might be termed "bay-window 
style," protruding out over the sidewalk. 
Fig. 4 shows how it is possible to ventilate 
this type of window. All that is necessary 
is to bore holes through the floor which 
overhangs the sidewalk, with corresponding 
holes in the ceiling of the window. This 
provides for the ventilation. It will be 
necessary, however, to put a small tin cover 
over the holes in the roof, so that rain 
will not get into the window through the 
holes. In the upper corner of the drawing 
is shown a practical method of protecting 
these top openings. 

In a detailed drawing, in the lower part 
of Fig. 4, is illustrated one method of ar- 
ranging for a slide that will close up the 
openings in the base of the window. This 
is particularly desirable in summer, when 
ventilation is not needed, and when dust is 
likely to get into the window. 

Where the back of a window is not en- 
closed it is practically impossible to use a 
ventilating system to prevent window frost- 
ing. About the only thing that can be done 
in a window of this kind is to get enough 
heat next to the glass so that it is too 
warm for the frost to accumulate. Elec- 
tric heaters or oil heaters are sometimes 
used. Another method of heating the air 
adjoining the inside of glass is depicted in 
Fig. 5, where a gas pipe is run along the 



lower edge of the glass, the upper surface 
of the pipe pierced with tiny holes about 
one inch apart. 

When the gas is turned on and a match 
applied to these openings, a series of small 
gas jets throw an even amount of heat up 
over the entire surface of the glass. 

Xone of these methods are very sightly, 
and there is always the additional danger 
of fire, or damage to goods by the heat. 

Some success has been had in slight cases 
of glass frosting by applying various prep- 
arations to the surface of the inside of the 
glass. 

This plan at best is but a makeshift, 
however. In many cases frost will not ac- 
cumulate on glass that has been rubbed 
with a rag saturated with alcohol. This 
alcohol operation will have to be repeated 
(in very cold weather several times a day. 
Instead of using plain alcohol, some stores 
use glycerine and water, while others use 
ammonia and salt water, or alcohol and 
water. 

Another formula is the following: A 
thin layer of paste made of water, glycerine, 
white candy and sugar, in equal parts, with 
a small quantity of coumarin (which is a 
camphor derived from the tonka bean) 
spread over the glass, will not affect its 
transparency and prevents the precipita- 
tion of moisture and frost in many cases. 

Where windows do not frost over very 
badly it is possible to keep the glass clear 
by throwing a strong current of air over 
the inside surface by means of an electric 
fan, although this may be called an expen- 
sive method. Screen the fan with mer- 
chandise or show card, so it cannot be 
seen. The current of air from the fan 
should strike the glass from one side and 
sweep over the entire surface, thus creating 
a circulation of air over as much of the 
glass surface as possible. For extremely 
large windows it is often necessary to use 
two fans. 



17 



Ill 

Lighting the Show Window 



[fcnfllNDOW lighting is as old as the shop 
L£*^J window, and methods employed for 
Baaa illumination of displays have ad- 
vanced with the development in prominence 
and importance of the show window itself. 
It is only a few decades ago that candles 
and oil lamps were used as a source of illu- 
mination for the night-lighted shop window. 
These were succeeded by gas jets and man- 
tle lights, but when the electric incandescent 
lamps came into general use, a new era for 
window lighting began. 

These lamps are easy to apply and because 
of their brilliancy and misapplication, the 



science of correct show window lighting 
began to develop rapidly. The window 
lighting unit now, instead of shedding only 
a certain amount of radiance, is made to 
serve a definite purpose. It is possible to 
control the light to meet the demands of 
the merchant, who by careful and intelli- 
gent use of the light may cause his window 
to stand out at night as attractively, or 
more so, than it does during the day. 

Waste of light has been one of the most 
common defects. Too many lights have 
been used and these incorrectly located or 
placed in shades or reflectors of improper 




18 



shape. In many cases half the light paid 
for has been wasted on the sidewalk or in 
portions of the window where it was not 
needed. Exposed lights have been allowed 
to blaze in the eyes of the possible cus- 
tomers. The importance of concealing the 
lamps is strongly emphasized, especially 
since the advent of the gas-filled lamp 



entirely changed ; a reflector better suited 
for the window was installed and located 
correctly in such a position that the lamp 
was not visible from outside. The recount 
that was made on four successive nights 
indicate that 72 per cent of the passers-by 
were attracted — an increase of 500 per cent. 
In other words, the merchant installing the 





Types of Reflectors for Window Display Lighting: Designed to Concentrate 
Light as Required by Display 



which is now being very extensively used ' 
for window lighting purposes. The bril- 
liant filament of this lamp, unshaded, is 
injurious to the eye. 

Experiments furnish quantitative data on 
the effect of the attractive power of hiding 
the lighting units from the view of the 
passer-by. A window was equipped with 
fairly expensive lighting fixtures carrying a 
number of opal glass shades, suspended in 
full view. By actual count extending over 
four nights, this window attracted the at- 
tention of about 12 per cent of the persons 
passing. The lighting equipment was then 



up-to-date and rational system of lighting 
increased five to one his chances for mak- 
ing his window count in increasing his 
sales. 

The light which falls upon the merchan- 
dise in the show window should come from 
above and from the front. The carrying 
out of this principle insures that the 
shadows will be correct. 

The intensity of illumination required in 
the show window depends upon several con- 
ditions, such as the character of the goods 
on display, the location of the store, the 
kind of background and decorations used, 





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as well as the intensity of the street illumi- 
nation. Dark goods obviously require a 
brighter illumination than light goods, 
which naturally reflect a greater proportion 
of the light that falls upon them. The 
store in a small city or outlying city street 
can be attractively lighted with a much less 
intensity than is required for the prominent 
windows of the large metropolis. In many 
cases it is necessary to increase the in- 
tensity of window lighting, because of the 
competition of a bright street illumination. 

Dim light lacks "punch." People pass 
such windows without noticing them be- 
cause there is nothing to attract the eye. 
Glaring light hurts the eyes. A brilliant 
light attracts attention to itself instead of 
to the goods in the window. Bright light 
from concealed sources commands atten- 
tion, displays the goods beautifully, makes 
seeing easy and holds the crowds. 

Keen competition demands the use of the 
most efficient equipment in window lighting, 
as well as in other departments of a com- 
mercial enterprise. There are hundreds of 
ways to light show windows and the mar- 
ket offers many appliances for the purpose. 
Each show window presents a distinct prob- 



lem for the merchant and lighting man. To 
illustrate the importance of using the cor- 
rect shape of reflector of the most efficient 
type it has often been found that by re- 
placing old equipment with properly de- 
signed reflectors, the light on the goods can 
easily be doubled without any increase in 
current. In other words, it is common to 
find losses of thirty to fifty per cent in a 
window lighting installation. These losses 
are mainly due to the inefficiency of the 
reflectors used, poor design or improperly 
shaped reflectors, or to the use of reflectors 
which are not intended or suited to window 
lighting. 

The only reflectors to use for show win- 
dows are those which have been designed 
especially for this class of lighting. Pres- 
ent practice in show window illumination 
indicates that the units for one lamp only 
are to be preferred to reflectors with more 
than one lamp — such as troughs, clusters, 
etc. The individual reflector allows abso- 
lute control of the light given off by the 
lamp and delivers it on the goods within 
certain definite angles, thus avoiding a 
waste of light on the sidewalk and on the 
window top. 



20 



IV 
Writing Show Cards 



"I" T is not the intention here to give 
^-> a complete course in practical study 
§SS of show card writing, but merely to 
present fundamentals useful in doing the 
necessary show card writing for grocery 
stores, where a great number of cards in 
black and white work, or staple, easily read 
alphabets are in demand, and therefore just 
three of the easy, rapid single stroke show 
card alphabets are explained here. 

Before taking up the details of the mak- 
ing of these different alphabets, a few re- 
marks in regard to tools and materials re- 
quired for doing rapid show card lettering 
are in order. 

First, it is necessary to have a set of red 
sable chisel edge brushes, in sizes No. 6, 
making a stroke l /s inch wide, No. 8, 3/16' 
inch wide, No. 10, % inch wide, No. 12, 
5/16 inch wide. These should always be 
taken care of at the close of the work, by 
dipping in water and drawing all ink from 
the bristles, cleaning thoroughly, and flat- 
tening to ^he chisel shape, then left to dry 



in this position. Do not carry these brushes 
in the pocket or in an envelope or recep- 
tacle where the bristles touch a surface to 
cause them to twist out of shape. Other- 
wise the brushes will be of little practical 
use for any length of time, and it will be 
impossible to do good work with them. 

Prepared show card inks are to be had 
in any color from one ounce to one quart 
bottles. Because of the perfect preparation 
of these inks it is suggested they be used 
instead of oils or opaque paint for this 
work. 

A suitable card for grocery- show cards 
is a plain white six ply bristol board, coated 
one side, which comes in standard dimen- 
sions of 22x28 inches, and this can be cut 
in the standard sizes p2, %, and % sheets. 
The best pens for rapid show card work 
to be had at a nominal cost are known as 
Soennecken pens, and range in size from 
Xo. 1 to No. 6. No. 1 makes a stroke 3/16 
of an inch wide. 



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The Roman Pen Stroke Letter Can Be Made Very Rapidly and Used to Advantage for 

Many Smaller Signs 

21 




The Roman Stroke for Brush Work. Used for Large Cards, Show Letters and Numerals 



The Roman pen stroke letter is very use- 
ful in card writing and has become quite 
popular because it can be made rapidly. 
This style of lettering can be used to ad- 
vantage for small counter signs, price 
tickets, and window cards, on this account. 
The great advantage in using the pen for 
show card writing is its use on small let- 
ters. It is generally confined to letters less 
than y 2 inch in height, the larger ones 
being made with the brush. The cut on this 
page is an alphabet of the Roman pen 
stroke letter, made with the Soennecken 
pen. 

To begin practice on the Roman stroke, 
use a No. 2 pen, and six ply bristol board, 
with a coated surface, and a good show 
card ink that will flow freely from the pen. 
Equal parts of Bissel's show card inks and 
Higgins' Eternal inks or letterine thoroughly 
mixed together made a good pen ink. Let- 
terine or Bissel's show card ink used alone 
for the pen is too thick. Higgins' Eternal 
ink is jet black and very thin, and the two 
inks mixed together flow freely from the 
pen. Water may be used to thin the show 
card ink or letterine, if found too thick. 

Take note of the letters A, B, C, D, E, F 
and G, also the figures 1 to 0, and the 
lower case letters a to e. Each letter is ar- 
rowed and numbered. Number 1 indicates 
the first stroke and the position. This 
same rule applies for all the letters. 



In another sketch we will show almost 
identically the same alphabet made with 
the brush. Anyone who is familiar with, 
and has practiced, the Roman brush stroke 
will be able, with little trouble, to handle 
this alphabet, this being a matter of prac- 
tice only. 

For show cards of large size, or where 
striking headlines are suited, the grocer 
will find old Roman letters and figures 
easy to make and hence with a little prac- 
tice, good style and results are obtained. 
The Roman stroke letter is of more gen- 
eral use than most of any of the different 
styles of letters. The grocer is likely to 
see a great many cards lettered with this 
style and thus become familiar with it, so 
that at spare times he will return to prac- 
tice it ; and you know the old adage that 
"practice makes perfect." 

The general formation of other alpha- 
bets is nearly the same as the Roman, the 
difference being the width of the stroke in 
different parts of the letters, the general 
direction of the stroke remaining the same. 

Take the capital letter "H," for example. 
In practically every style this letter is made 
with two strokes downward and one from 
left to right. To make a Roman stroke 
capital H, take note on the plate this is 
made in three strokes, two down and one 
across. The spurs are made with a short 
stroke horizontally. 



All strokes and directions necessary to 
do rapid work with this alphabet are shown 
at the beginning of the plate. Try this 
style, either large or small, when you have 
a great number of cards to make in a lim- 
ited time. You will surprise yourself with 
results immediately. 

Use lower case or small letters in con- 
junction with capitals for general work. 
This gives more white space as a back- 
ground to make the wording stand out 
prominently. 

The show card should be made to say 
something. There are just two kinds of 
show cards that talk, one has introductory 
reading the other suggests some specific 
quality demand, or use of the article. 

Whatever a grocer may wish to say about 
certain goods he can print on a show card 
to place in the display window or the in- 
terior of the store alongside the goods : 
and here a good fast letter, made with pen 
or brush, is the best asset for doing good 
work. 

The alphabet reproduced below is made 
with pen or brush, using a single stroke 



and movement from one position. If the 
pen is used it is held in one position 
throughout with the card straight in front 
of the writer. 

The edge of the pen touches the card at 
an angle of 45 degrees. The spur and 
stroke of the letter is made in one swing 
of the arm. Again, we use the letter h, 
lower case, as an example. This letter is 
made in three strokes, spurs included. 

Starting with the top spur made hori- 
zontally with a short stroke from left to 
right, bring the pen straight down, holding 
the point on the card at the 45 degree 
angle. Make the bottom spur with the 
same stroke, by using the short stroke to 
the right horizontally. Thus the first stroke 
and two spurs are completed without taking 
the pen from the card. Use this same 
principle throughout. In spacing the let- 
ters, the idea to bear in mind at all times 
is the equalizing of each space between let- 
ters, which does not mean that space be- 
tween each must be the same but it is 
necessary to have the general area of 
white space equal. 



150COTF<0HWKbMN 
0<PQ<RSTUVWXYZ&*<P 

12S4S6Z890 #idcfghijklm 

nopqrsluuipxyr 

SiiKjte Stroke One fbaiiion 



The Single Stroke for Pen or Brush. Made with One Swing of the Arm 



23 



Photographing the Show Window 



vjrfjHlLE the show window is one of the 
Jg£, most difficult things to photograph 
^^ successfully, some simple precautions 
on the part of the photographer will pro- 
duce satisfactory results. The first essen- 
tial condition for a proper picture is to 
have the interior of the window lighter 
than the exterior. For that reason, the 
best pictures usually are taken at night 
under electric flood lights which themselves 
are hidden in the structure of the window. 
Early morning on a clear day, just before 
sunrise, is one of the best times to photo- 
graph a window because the light is strong 
and penetrating and a good picture usually 
results. 

With a good lens, an exposure of from 
10 to 30 minutes will be sufficient, though 
the size of the diaphragm in the lens must 
be considered. The smaller the diaphragm 
the more time required, but the small 
diaphragm gives an additional sharpness to 
the picture. During a long exposure people 
passing between the camera and the win- 
dow without stopping will not injure the 
photograph. The time required is also in- 
fluenced by the rapidity and make of the 
plate, so that in timing the picture, lens, 
plate and diaphragm must be taken into 
consideration. 



The most frequent difficulty in securing 
good photographs is the reflection in the 
window. This is often avoided by pro- 
viding a cloth screen of black cambric, 
sufficiently large to shut off all reflection 
when it is raised before the window. This 
screen, raised behind the camera when the 
picture is taken, will result in a clear pic- 
ture. Flashlight pictures will not avoid 
reflection. 

To avoid halation, photographers use as 
a backing for the plate a paper specially 
prepared to destroy these reflected light 
streaks. If the show window contains only 
black, white, brown, green and dark colored 
objects, it will be necessary only to use a 
destroyer back of the plate. If various 
shades of blue, violet and purple appear, it 
is advisable to use a ray filter in front or 
back of the lens. 

Show windows should never be photo- 
graphed when the sun is shining upon them. 
A dull day or early morning light will give 
better results. 

If electric lights are in full view, precau- 
tion should be taken to cover them for a 
long exposure. Halation will result if this 
is not done. The best plate for the window 
photographer is a non-halation plate. 



24 



PART TWO 

PRACTICAL WINDOW DISPLAYS 
FOR FOOD PRODUCTS. 



For the Patriotic Window Display 




lyptf I ANY are the days when it is desirable 
Liifj to present a display with the patriotic 
D ™*^ flavor. Especially was this true dur- 
ing the war and for years to come the 
special holidays and anniversaries of great 
events during the war will present an 
opportunity to use such decorations. 

The design of the window here submit- 
ted is simple, direct, stirring in its appeal. 
It is easily prepared and striking in its 
execution. The background is prepared by 
the draping of the two flags on standards, 
and, if desired, other than the American 



flags may be used. If the birds of war and 
peace are not both accessible, a shield may 
be used, or the eagle alone, either being 
placed directly in the center of the window. 
This setting permits the showing of vari- 
ous merchandise. Cartons, bottled goods, 
and canned goods are shown in pleasing 
array in the drawing. The color schemes 
of the labels on the merchandise should 
harmonize, so far as possible, with the 
colors in the flag. For Fourth of July, for 
instance, picnic merchandise will be espe- 
cially fitting. 



27 



Placard Window Makes Attractive Display 




Food products, such as canned fruits, 
vegetables and other appetizing goods, are 
well adapted to building a unique display 
and are in addition most seasonable. A 
pleasing arrangement of a line of the dif- 
ferent items of this nature will be most 
opportune, coming at a time when people 
are looking for good, wholesome things 
to eat, to stock up after the bountiful holi- 
day feasts which have depleted their food 
supplies. The grocery window which shows 
an attractive display of goods to meet this 
need will aid wonderfully in pulling the 
business, especially at this time when there 
is a tendency on the part of the consumer 
to limit her purchases to immediate require- 
ments. 

The feature of window shown here is 
a row of seven placards, each with a can 
attached in the center. The placards are 
large enough to permit of lettering above 
and below and possibly on the sides. Each 
card displays a different canned fruit, such 



as peaches, plums, apricots, pineapple, cher- 
ries, pears and quinces. The name of the 
fruit is lettered above and space remains 
on either side and at the bottom for the 
price and a boost for the goods. An open- 
ing in the center of each card allows the 
can to project half way through the card. 

An easel at the back of the card sup- 
ports the can in place, the card being tacked 
directly to the front of the small easel. 

The diagram in the upper right hand 
corner of the window sketch shows the 
construction of the easel with the can in 
place and the card about to be put in 
position against the easel. 

In each rear corner of the window is a 
pyramid of canned fruit. 

A line of canned fruits circles the floor 
space just in front of the placards. Within 
this space are a couple of pyramids of 
three cans each. 

Each pyramid is topped with bottle goods 
to add brilliancy to the display. 



28 



Featuring Crackers in the Display Window 




A very attractive window exhibit can be 
constructed with the material that is af- 
forded in cracker and cooky products, of 
which there is an unlimited number of 
varieties. The design presented in the pic- 
ture is very good arrangement of the 
cracker specialties as viewed from a pleas- 
ing as well as selling standpoint. The trim 
which shows the goods massed in a well 
built formation, without any frills, neces- 
sarily puts the package products of first 
importance. The curved rows of appetiz- 
ing goodies should prove to be a popular 
line-up and a winner. 

Since most of the bakery goods are light 
in color, cheesecloth of possibly a light 
brown shade would give the best effect as 
a floor covering, the cloth to be puffed 
loosely. 

The general scheme of the window is 
made up of circles starting at the center 
of the rear of the window. Ordinary 
cracker cartons standing vertically are 
built up in tiers, apparently topped by 



three cases of cakes which show through 
the glass fronts. Arranged about this cen- 
tral group on the floor is a large circle 
of cartons lying flat. Every other carton 
is broken open and the crackers are pour- 
ing out onto the floor. The different car- 
tons which are opened should show a 
variety of goods, but where the cartons are 
different sizes or shapes care should be 
used to place the different sizes as uni- 
formly as possible, in order to keep the 
design conventional. On the floor and near 
the foreground of the window are shown 
several loaves of different kinds of bread, 
partly sliced with the slices falling uni- 
formly forward as they do when the bread 
is sliced. The groups of crackers or the 
groups of slices of bread will generally 
form light patches of color against the 
light brown cheesecloth on the floor. In 
cases where some goods are light and some 
are dark they should be arranged to balance 
properly in color. 



29 



A Window for House-Gleaning Sundries 




When the Spring and Fall housecleaning 
seasons approach there is a fine chance to 
profit by the event with a window display 
offering various cleaners. The attractive 
array of the brooms with the other enemies 
of dirt strongly displayed in artistic group- 
ing makes a window of class. The showing 
of cleaning-up products should result in a 
clean-up of sales. Spring is primarily the 
time for general cleaning up and your store 
window display will make your store the 
place to buy the weapons that dispel dirt. 

This window affords an opportunity for 
washtubs, soaps, washing powders, cleaning 
powders, brooms, scrubbing brushes, etc., to 
make a public appearance. A tripod is 
formed of three brooms, securely tied to- 



gether, from which is suspended a pot to 
serve as an imaginary source of the hot 
water supply. On the floor just below the 
pot is a circle of scrubbing brushes. 

A little forward and on either side is a 
tub inverted, upon which cartons contain- 
ing washing powders, water softeners, 
scouring powders, etc., are arranged in cir- 
cular tiers, one above the other. The top 
tier is surmounted by bottles of bluing, 
ammonia, etc., with bars of soap between. 
Each tub is encircled by a row of soap bars. 
A line of soap also extends across the rear 
of the window. A small circle of cartons 
of scouring powder is placed in each 
forward corner. 



30 



Gleaning Supplies Offer Display Material 




The sign to be placed in the rear of this 
window, as shown in the drawing, will 
cause considerable comment. The cases are 
of those groceries that will be tried in the 
homes of the people during not only the 
house cleaning season, but every wash day. 

As staples do not run into money very 
recklessly, a good display of original cases 
of bluing, ammonia, washing powders and 
scouring powders, soaps, brushes, mops, 
brooms, clothes lines, dusters, chamois and 
countless other articles can be brought into 
this window of important cases. 

While the display of full cases of any 
of the articles mentioned will not make a 
very large outlay, still the cases of package 
goods need not necessarily be filled solid 
all the way through. If this is desirable, 
fill the bottom of the cases with other ma- 
terial to take up space and display only one 
top layer. 

The brooms are stacked up in each cor- 
ner and bound together with cotton or jute 
clotheslines. Pyramids are built on each 
side and are made of cartons, cans and 
bottles. 



A sample combination order of washing 
powder, soap, scouring powder, a scrubbing 
brush and broom can be grouped in the 
front part of the window, and a descrip- 
tion of the special features or properties 
of that particular article given, together 
with the price, will create interest and make 
sales. 

Another variation of the plan of window 
here shown is to take one article out of 
each one of the cases and arrange the 
articles so taken along the front of the 
window. Connect these articles with the 
cases from which they were taken by means 
of baby ribbon or narrow strips of paper, 
showing what the dirt eradicator looks like 
outside of the case. Also affix a price that 
will bring the customer into the store. 

These important cases to be tried by the 
American people will make an interesting- 
window. 

The window represented in the second 
cut contains also a figure which, compared 
to that in the first cut, is perhaps easier to 
construct as it has for its support the han- 
dle of the broom, of which the brush part 
itself is the face. 



31 




The arrangement of this window is sim- 
ple enough, and in arranging the details the 
drawing can be followed. 

Here's a window, the one shown in the 
second sketch on this page, that fairly bris- 
tles with bristles. It is full of brooms and 
brushes, and to make it exclusively a broom 



and brush window the mops and package 
washing powders may be omitted. This 
should not be done, however, if the ceiling 
display must be left out, as may be found 
necessary in the case of some windows. 

The star formed by sixteen whisk- 
brooms at the front and in the center of 




32 



"Dirt Departs When These Cleaners Are Used 




MWWW^^^^ 



the window is made by crossing four laths, 
to which are wired the eight sets of whisk- 
brooms stuck together at the brush end. 

The laths must necessarily be fastened 
securely together at the center, and then 
to give the thing greater rigidity strips of 
cardboard can be stretched from one lath 
to the other. These strips of cardboard 
are described in the drawing by the heavy 
black lines. 

As an accessories window, goods that 
can be offered at popular prices and still 
profitable, this arrangement has merit. 
Get the January business by the collar and 
shake the dull talk out of it. 

It's conceded right here that as far as 
the average grocer can go in this house 
cleaning campaign is to give the line a 
tremendous push into the display window, 
and that is no mean effort. In many stores 
the campaign must end right there, but even 
that amount of prominence is ample if it 
is properly handled. 

Fortunately, this class of ware adapts 
itself to the preparation .of some unique 
arrangements. Where the man who trims 
the windows has a knack of bringing out 
ingenious effects the ware lends itself ad- 
mirably to an active campaign of this kind. 

The theme in the above window depicts 
the dawn of a spirit of cleanliness. The 
time for an organized campaign against old 



man dirt, who, we will assume, has been 
disturbed only in a superficial manner on 
the Saturdays of the past year, is an- 
nounced. Every woman customer in the 
store will realize at once that the sugges- 
tion fits her case and will respond. 

Old Sol is represented on the bottom of 
our menial friend, the tub. This can be 
either a wood, fibre or galvanized tub. The 
bottom should be turned forward and 
painted a bright yellow color, with an in- 
scription, as shown in the sketch. Rays are 
represented by twisting strands of colored 
paper extended from a wire placed around 
its outer rim. 

The horizon over which this bright spot 
is appearing is backed up by a row of ma- 
terials of various kinds to represent the 
tops of buildings. By means of packages, 
bottles, inverted wood-chopping bowls, etc.. 
tall skyscrapers, church steeples and dom« 
of buildings can be represented. 

The figure at the front is "old man difV' 
who is shown stealing out of the picture 
because of the attacking army at the rear 
of the window. This figure should not be 
given too much care in preparation, as the 
more unkempt and slovenly he appears the 
better the effect. 

Get an old suit of clothes, stuff it with 
shavings, sawdust or straw, put an old 
pair of discarded shoes at the end of the 
trousers, fill a pair of canvas gloves with 



33 



sawdust, and fasten to the sleeve ends. 
For a head use a mask or a cardboard cut 
out ; for the strands of hair use shavings 
or a mop head, and top it with an old hat. 
Shove a strand of heavy wire through his 
legs and arms and bend them to desired 
position. 



Lampblack distributed over the entire 
figure in a liberal manner will round him 
out as a fit object to attack with the sort 
of sundries you are going to bring into the 
limelight for the time being. This window 
ought to work out in good shape. 



A Formidable Window Display of Sundries 




Here is another plan to give the staples 
a little attention. A woman passing a 
show window and seeing a display such 
as arranged in the drawing frequently will 
be reminded that Monday is wash-day. 

Now, then, you might as well let staples 
attract other business to your store. And 
they have proven themselves "pullers." 
Then it is easy to work in some profitable 
food items. What if you don't make a 
heap on these staples? 

Use the drawing as a basis, arrange your 
display to conform to the shape of that 
window that you have decided you can't 
do much with. 

The brooms in the background and on 
each side should not be too expensive, 
albeit brooms are high now. Take a 24- 
pound, four-string broom and put a special 
price on it. Display packages of gloss 
starch, polishing starch, washing powders, 
carton lamp chimneys. On the top of each 
pyramid should be a bottle of your bluing 
Or ammonia. 

The foundation can be arranged by 



placing empty "boxes, graduating in size 
from front to back, to make a series of 
step-like platforms, as shown in the illus- 
tration. 

Put prices on each item that will rivet 
attention, nail the order almost before the 
customer enters the store. The window 
will bring you satisfactory returns. It's 
always a case of taking the "bitter with the 
sweet." You'll find it mostly sweet. 

Vacuum cleaners have not yet gained 
sufficient hold to affect the sale of your 
cleaning utensils, the sundries of the grocery 
business. 

At house-cleaning time the demand needs 
stimulating even though the season is of 
itself a stimulator for the demand for this 
class of goods. Demand left to take care 
of itself will go where fancy carries it. A 
well planned campaign to capture that de- 
mand will land it in your store and more 
than ever make your store headquarters 
for supplies whether for a Sunday dinner 
or a house-cleaning bee. 



84 




In the next window display the brooms 
are so placed by inserting the ends into 
holes bored into a semicircular wooden 
center as to produce a very artistic effect. 
Feature one item in this window each day. 
Then change the window to one featuring 
some other cleaning utensil. Use them as 
leaders^ at a time when they are in demand 
and bring into prominence in the store the 
more profitable goods you always want to 
push. 

p Brooms, mops, scrubs, washtubs, clothes- 
lines, washboards, clothespins, package 
starch, borax, ammonia, bluing, ironing 



wax, soap chips, lye and all of the other 
dirt dispellers can go into this scheme. 
The general plan of the window may be 
followed to good advantage. 

Window No. 2 contains a variety of the 
implements of "war." The arrangement 
creates a good window, and especially after 
inventory there will be found many odd 
items that for good reasons it will be most 
desirable to move. 

Into this window go brooms, mops, wash- 
boards, clotheslines, washtubs, ironing wax, 
package starch, soap, clothespins, scrubs, 
bluing, borax, ammonia, and all of the 




35 




other things that are daily staples in the 
home. The labor of arranging this win- 
dow is insignificant, and while it does not 
intend to feature your leaders or tend to 
create the impression that you specialize on 
such items, the profit made on them is just 
as good as any other that can be turned, 
and then it helps wonderfully to concen- 



trate the trade. "Buy all your goods in one 
place." 

This idea is particularly good when the 
spring house-cleaning is coming on apace. 
A window like this should show at least 
something of every item in the line of 
cleaning utensils and products which can be 
used during the annual cleaning. 




36 



The nest of tubs forms the center of 
this window. In front are various kinds 
of brushes placed directly on the floor of 
the window, while on either side of these 
are cases of ammonia and cakes of soap. 
Boxes of cleaning powders, brooms, mops, 
washboards and clotheslines furnish the 
sides of the background of this window. 

The plan takes advantage of window 
with a floor on an incline. In the drawing 
layout for some staples or sundries is 
provided for. 

If the floor of the window is flat, a two- 



foot raise to the rear of the incline is 
about right. It is just enough to bring the 
display out prominently, making the placing 
of goods a not difficult matter. A change 
from the usual light-colored floor in the 
window will also create a variation. Cover 
the plane so constructed with a dark- 
colored paper or cloth. The majority of 
the items to be placed on the plane will 
be of a light shade and a contrast will be 
brought about. 

The plan suggested in the drawing can 
be followed to good advantage. 



Display of Material for Spring Campaign 




In the large stores, where the different 
lines are departmentized, during house- 
cleaning season the women are lined up 
along the brushes, brooms and mops, etc., 
counter, the inside rows of broomcorn are 
scrutinized, the brooms are weighed in the 
hand and the clerks are busy, for house- 
cleaning time is not far away. 

A window arrangement of this sort of 
stuff is always a handy one to have on tap, 
when winter is gradually sliding out of the 
lap of spring. 

The trouble with the average window of 
this sort is that it is too mixed up and too 
crowded. The one shown in the drawing 



is none of those. It is laid out on a definite 
and simple plan, but even at that the plan 
may be changed slightly to suit the desires 
of the man arranging it. 

At either side, in the rear of the window, 
are two posts, which will depend for their 
height upon the will of the man who trims 
the window. A pile of four or five empty 
No. 2 canned goods cases set on end, cov- 
ered over with strips of manila ripped from 
the roll on the counter, will serve as cover- 
ing. At the top a feather duster may be 
inserted by boring a hole in the top box. 

The plan of decoration of the front of 
these posts is shown in the drawing. The 



37 



decoration between the . two posts at the 
top of the center background is optional. 
There is in many stores no provision made 
for a background to the window, and there- 
fore too much height here is not always 
desirable. This sundries window depends 
for its effect Upon the display at the center 
and some kind of a shallow background 
should be installed. 

A number of floor brushes on handles 
are shown arranged in a semicircle, between 
each of which may be placed a wide paint 
or whitewash brush. In front of this back- 
ground is a display forming the centerpiece 
of the rear effect. For this purpose a pile 
of small boxes of starch, clothespins or 
boxes of soap is constructed. Then a pyra- 



mid is formed by using an extra large tub, 
a medium tub and a variety of sizes of 
pails. 

This entire display can be made upon a 
platform, as shown in the drawing, and 
the border prepared by means of Using a 
series of the round cans of cleaner on the 
market. The lower decoration on the posts 
at either side are small coils of rope or 
clothesline fastened against the posts. 

Brooms are shown at either side of the 
window. If the window has no side walls, 
a 1 x 2-inch or heavier strip laid on end and 
fastened to the pile of boxes serving as 
posts at the rear of the front and inside 
frame of the window will serve as the 
support of the display of brooms. 




38 



A New Year's Resolution Display 




One of the resolutions every merchant 
should adopt the first of the year is to 
improve his window displays. 

The design illustrated is a good start 
toward this consummation. Here is a New 
Year's window that will make 'em stop and 
look over things. It is not difficult to con- 
struct and is adaptable for any window. 

The book may be made a size to fit the 
window. The method of construction is 
shown in the smaller illustration in the 
upper right-hand corner. The book is built 
from light lumber. 

When the frame is complete, string tape 
across the openings to support heavy paper 
that is to be pasted on to represent the 
leaves of the resolution pages. Then with 
this paper — which, by the way, may be ob- 
tained from the local printer, if you do not 
have it in stock — the book will be ready 
with the exception of the edges. Raisins 
may be pasted on the edges to give the 
appearance of marbling. 

The wording may be to suit the occasion. 
For instance, "Resolved, That the year 19 — 
will bring to the customers of this store an 



unexcelled service which will warrant the 
patronage for another year." 

Or, "Resolved, That John Smith & Com- 
pany appreciates the friendship of its cus- 
tomers and during the year 19 — will con- 
tinue to serve them better, if possible, than 
during any previous year." 

And in the other sheet may be written 
some of the improvements that will be 
instituted during the year. 

The new brooms, the holly decorations, 
the cartons and bottled goods, with a little 
fruit, completes this window. 

To the dealer who wishes to go into the 
matter a little bit more elaborately, the 
pages of the book may be covered with 
glue and the words made up of nuts, coffee, 
rice, or fruits, and lettering worked out in 
the articles themselves by placing them on 
the glue. 

"Happy New Year," or "19—" may be 
worked out by an arrangement of the color- 
ing in the articles displayed. For instance, 
in a body of almonds or English walnuts, 
the words will stand out in Brazil nuts. Or, 
if rice is used, coffee will bring out the 
words. 



39 



Dutch Windmill Feature for Flour Display 




This window calls for a little action. The 
feature if prepared as a motionless object 
can be made to produce an attractive win- 
dow, but to get real action into it requires 
so little that it ought to be produced as that 
kind of a display. 

It's no more than a reproduction of a 
Dutch windmill. The excuse for it is a 
flour display. Flour purchases can be made 
to take a jump from now on, and the plan 
is a good one as a feature for a flour 
window. 

Heavy cardboard constitutes the construc- 
tion material. The drawing shows the 
main structure to have about twelve sides 
or surfaces. The thing to do is to cut out 
a pattern of paper and bring the ends to- 
gether to secure the proper diameter and 
slant of sides. A pattern should also be 
made for the roof of the mill. 

After the proper patterns are made, place 
them on heavy cardboard and cut outlines 
with a sharp knife. Make the twelve sur- 
faces by creasing sufficiently on the inside 
where the board is to be bent, with the 
back of the knife blade to insure even 
bends and prevent the board from cracking 
through. 

The pattern of wings shown in the 
drawing should be copied and reinforce- 



ment given the cardboard used for this 
purpose by thin strips of wood tacked to 
the back. This will be necessary, so as to 
anchor each wing firmly in the hub, which 
may be a large spool. To the end of the 
spool fasten a good-sized pulley wheel. 

Get out the electric fan — or a small toy 
motor will answer, and is a handy adjunct 
for many similar window plans. By means 
of a belt and another pulley connect the 
pulley with the spool. Have the pulley 
on the motor small enough and the one on 
the spool large enough so that the fan will 
turn slowly and lazily, so as to reproduce 
a realistic effect. 

This feature will form an excellent set- 
ting for a forceful flour display, and the 
display should take in every variety sold 
in the store. Here, too, absolute cleanliness 
should prevail. Let the whole display have 
a clean-cut appearance, and stand out 
through a "clear as crystal" window glass. 

The plan in the second cut may be used 
as a "Beginning the New Year right" sug- 
gestion in a flour and syrup window. The 
working basis for the morning "stack" of 
cakes, the accompaniment in bottles and 
cans, the material for the staff of life are 
displayed. 



40 



A Home Baking Materials Combination Plan 




Here is a window display plan that pre- 
supposes the early rekindling of the fire in 
the kitchen range. 

It's a baking idea. Staple items for the 
baking of bread, cake, pies, muffins, biscuits, 
etc. The plan takes in as well materials 
for the "hot cakes" feature. 

The center feature in the window display 
is the flour barrel together with the trim- 
mings shown in the drawing. An empty 
barrel, which must be clean in appearance 
and give no hint of its being a dummy, can 
be used in place of a full barrel. Let the 
brand show plainly, by all means. 

Taking for granted that the flour in the 
barrel represents the store's best bread 
flour, place in a leaning position against 
this barrel two bags of your cake or pastry 
flour. On top of the barrel put a carton 
of your high-grade cake flour. Top it off 
with the store's leading brand of baking 
powder and then a carton of baking soda. 

At each side of this and near the front 
of the window suspend a hanging shelf, as 
shown. A piece of clothesline wire or light 
chain gilded is fastened to a hook in the 
ceiling. At its end is fastened a barrel 
head made into one solid shelf by means of 



cleats nailed across the bottom or cheese- 
box lid. Cover the whole shelf so made 
with crepe paper to harmonize with the 
rest of the display. To prevent tipping, it 
may be found necessary to fasten thin wire 
strands to the supporting rope or wire to 
at least three sides of the shelf. Decorate 
the whole with either paper festooning or 
artificial flowers or wrap tightly with crepe 
paper. 

The plan of arrangement for the cartons 
at the front is adaptable to a display of 
the buckwheat flours and pancake flours 
that don't want to be overlooked. 

These shelves may be used to display the 
profitable quality kind of extracts, another 
baking necessity. The working out of the 
balance of the display is a simple matter. 

At either end of the row of cartons at 
the front of the window is a pyramid 
topped off with cans of more of the same 
baking powder. In the several depressions 
formed by the placing of the "hot cakes" 
material, is a place for small cartons of 
soda, or smaller cans of the baking powder 
or even those same extracts. 

The baking material window is timely, 
and it is a good workable plan. 



41 




For those windows with high rear walls 
the double decker window display shown 
in the illustration will furnish an idea for 
displaying a quantity of goods to very 
good advantage. 

Indeed, stock which rarely finds itself in 
such a prominent place as a show window 
may here be shown and will attract the 



attention it deserves. It requires a lot of 
stock, this window, and is one excuse for 
a really full window, but it is so well and 
compactly displayed that it gives an idea 
of completeness that is most valuable. 

The display is built in two stories. On 
the upper tier, placed to the rear, is an 
(Continued on page 44) 




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XG-.-R 



42 



A Window Help to Push Flour Sales 




There is nearly always a lull in the 
grocery business immediately following 
Thanksgiving while the housewife is using 
up the odds and ends of that occasion, and 
preceding the rush of the Christmas trade. 
To provide a buying attraction for that 
dull period a window trim featuring flour 
is a timely suggestion. 

So on this page a sketch for a flour 
window display is shown. 

A doll house will answer the purpose 
of the small country house very nicely, 
or if such a piece of furniture is not 
readily available the sides and roof of the 
house can be cut out of pasteboard and 
the windows, doors, and other house char- 
acteristics indicated by the use of ink lines. 

The figure in the display as well as the 
wagons are taken from the toy department. 

On both sides and at the back of the 
window is arranged the brand or brands 
of flour which are to be featured. Varia- 
tions of the arrangement shown in the 
sketch may be resorted to in cases where 
a number of brands or a quantity of the 
merchandise is to be shown. 



The finishing touch which plays an impor- 
tant part in the display is the snow. This 
is nicely and inexpensively represented by 
using cotton. All the figures in the dis- 
play have a covering of snow, with the ex- 
ception of the flour, giving the scene a real 
winter appearance. The large flakes com- 
ing down are suspended in mid-air by 
means of fine white thread. The thread 
is dropped from the ceiling and particles 
of cotton are fastened on them by twisting 
or tying. 

To get a better erred: of a driving snow- 
storm, string the thread diagonally and 
fasten at top and bottom. An electric fan 
in one corner will bring in real action and 
also prevent window frosting. 

A placard on the back wall is a gentle 
buying suggestion to the consumer. 

The object of the display should be to 
sell flour in quantity. It is to impress the 
customer with the necessity of preparing 
for cold winter weather to come. 

Special quantity prices will add to the 
selling power of the display. 



43 



A Baking Accessories Display Plan 





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The arrangement of this window plan is 
simple enough. To begin with, the floor 
of the window should be covered with a 
white substance to suggest the general 
clean whiteness that the display brings out. 

A floor covering therefore of cotton bat- 
ting, with here and there an occasional puff 
or bunch of cotton, is the thing. If cotton 
batting is not desirable, use white sheeting 
or even cheese-cloth, but keep the expanse 
of this white covering immaculate. 

A semicircle of pails and cans of lard 
and compounds is made from each of the 
two front corners of the window, and in 
the center at the rear of the window a 
pyramid is formed of these same pails. 
The smaller sizes if they are carried can 
be used in the topping off of this pyramid, 
using two of the number ten size for the 
bottom, a couple of number fives, then num- 
ber threes, and so on. 

An occasional span of these same pails 
during the run of the circle will relieve the 
monotony and prevent the string of pails 
from losing their identity behind the other 
articles. < 

Bottles or cans of cottonseed oil top off 
the lard pails. These can be placed on the 
pails that span the two others and bottles 
of fancy olive oil placed on the lower row 
as shown in the drawing. 

In the front portion of this window car- 
tons of pudding preparations are in place 



as well as small packages of cooking 
starches and jelly powders. Again, small 
packages of your fancy pastry flours are 
excellent side partners for the shortenings 
and should be placed in this window. Pre- 
pare this display at a time when baking in 
the home is popular, and these goods are 
wanted. 



(Continued from page 42) 
empty sugar or flour barrel. Sacks of flour 
and salt are shown around these to produce 
as clean and up-to-date an appearance as 
could be desired. The entire front is made 
of pyramids of cartons and bottles, all 
arranged symmetrically. 

The floor proper is divided into four 
booths, each containing different goods. 
The booth on the left contains preserves 
and pickled stuff. The next on the left of 
the center is given over to teas of different 
kinds. Booth No. 3 is devoted to coffee 
displays, both in bulk and in cans and pack- 
ages, while the fourth booth is used to dis- 
play candies and nuts. These displays are 
representative and good at any time of the 
year. 

The platform of this window must be 
substantial, as it is called upon to bear 
considerable weight. Wood braces should 
run up from the floor and the platform 
itself is made from long boards upon which 
cartons are piled. 



44 



Your Baking Powder in a Strong Display 




An entire window display devoted to 
baking powder is good advertising, and 
beyond the time it takes to arrange it and 
the small amount of store carpentry nec- 
essary as represented in the display shown 
in the drawing the advertising cost dis- 
solves to nothing compared to the results 
that should be obtained by the effort. 

The idea suggested in the drawing may 
be varied, as the size or shape of the win- 
dow makes necessary. The intention is to 
give this one of your best sellers the pub- 
licity it warrants, and the results will be 
all to the good. The unusual in a window 
attracts, and if ingeniously put forth means 
more sales. 

The background of the window is divided 
into three panels and a panel at each end 
by using strips of wood or moulding, tacked 
or otherwise fastened on the flat back- 
ground which has been covered smoothly 
with some such material as green burlap, 
muslin (painted in any shade of kalso- 
mine), plain wall paper, or any other cover- 
ing that your best judgment suggests. 

Paneling of this flat surface is done in 
order to give a simple decorative touch to 
the window setting. Framed show cards, 
signs and posters look well when hung in 
these panels. Three, as suggested, are suf- 
ficient. If you do not care to go to the 
expense of framing these cards, they can 
be fastened to the wall by means of glass- 
headed push tacks. 



You can now produce the unusual by 
making up two mammoth reproductions of 
the cans. This can be done by taking sugar 
barrel heads or lids from cheese hoops foi 
the tops and bottoms of the desired cans 
By nailing lath or other thin strips of wooc 
on same in order the sides of the large 
cans are made. Over the sides place a layei 
of wide building paper, which gives a 
smooth surface, and over this paste a layer 
of white muslin, on which can be painted a 
reproduction of the label to be given 
prominence. 

These two large cans are placed on top 
of a double row of cans of the baking 
powder, these cans to serve as a base or 
platform. Other cans are piled on top of 
the large cans in order to make a more 
pleasing arrangement. 

A double circle of cans are piled up in 
the center, similar to the foundation piles 
used beneath the large cans. This center 
circle of cans surrounds a large wooden 
chopping-bowl or dishpan piled to overflow- 
ing with baking powder. A large loaf of 
bread supplied by your baker would furnish 
proof of the quality of your powder. 

With the addition of whatever is neces- 
sary in the way of price tickets or special 
advertising matter, the display will bring 
strongly to the attention of every passer-by 
the fact that you think that you have a 
baking powder good enough, meriting your 
best attention, and should have theirs. 



45 



Making the "Fan" Dried Fruit Window 




When new dried fruits begin to come 
along the drawing reproduced shows the 
manner of arrangement of the center of a 
good strong window. 

The design worked out by means of 
twenty-five pound boxes is that of an open 
fan. The placing of boxes is well described 
in the drawing and the feature completed 
by using a quantity of seeded raisin cartons 
converging at the front and extending a 
little beyond the point of contact so as to 
bring out the effect of the fan. 

A color scheme should be aimed at in 
producing this window. As is shown in 
the drawing, the words "DRIED FRUIT" 
are worked out by means of using dried 
fruits of a lighter color as a background 
for the letters made of raisins and prunes, 
and the latter as background for peaches 
apricots, pears and nectarines. 

The boxes are tilted at the rear by 
placing a strip of wood about ten or twelve 
inches high under that end of the boxes 
forming the outer edge of the semicircle 
of boxes. To add to the effect of the 
feature, strips of cardboard about eight or 
ten inches wide and of sufficient strength 
may be tacked to the outer rim of the 
boxes, and to this pasted multi-colored 
crepe-paper or the white lace edged facing 
paper used in boxes of faced fruit. This, 
it will be found, will bring out the desired 
effect and will make a strong dried-fruit 
window. 



With the figure described by the fan con- 
structed as shown in the cut and by follow- 
ing the details given above, the window so 
produced will give the dried-fruit business 
the desired impetus. 

TASTY FRESH FRUIT AND VEGE- 
TABLE DISPLAY 
This is a suggestion for a fruit and vege- 
table window. The large heart in the cen- 
ter of the window measures four feet 
across, having a border of red or yellow 
polished apples constructed by means of 
placing a double row all around the heart 




46 



and on top of which row was placed a 
single row of the same apples. 

The space inside of this border may be 
filled with cranberries. At either side is 
arranged a heart with a border of lemons, 
and filled with cranberries. To the rear of 
the large heart is a row of pineapples on 
end, and arranged in a curved line as illus- 



trated in drawing. At the extreme rear of 
the window crates of Tokay grapes and 
boxes of lemons and oranges are placed. 
Between these boxes selected pumpkins, 
and in the space in front, also to either 
side of the large heart, are set on end 
bunches of choice celery. In the center 
hangs a large bunch of bananas. 




JTG-.-P 



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X 



The window on this page is a combina- 
tion dried fruit and cold weather cereals 
window. A variety in the dried fruits and 
beans and peas in the cereal end of the 
stock, is designed to make this window 
display. It is a simple layout, and should 
be effective. 

The plan of the window shown in the 
drawing is easily copied. A row of 25- 
pound or 50-pound boxes of the different 
items in dried fruit are arranged in a semi- 
circle, ending at each forward corner of 
the window. These are tilted at an angle 
of about forty-five degrees at the front, 
and beginning with the second box, the 
boxes towards the rear are set in a grad- 
ually more vertical position. The 25-pound 
faced boxes will serve the purpose to best 
advantage. Over each should be placed a 
light of glass, so the display will have a 
sanitary appearance, and with stock of the 
right kind, the display will appeal even 
more forcibly. Packages are brought in to 
fill out the spaces between the boxes. 

At the center of the semicircle a barrel 



or half barrel is shown spilling a mass of 
navy beans over the whole. This container 
should have a false bottom. One manner 
of building up this bottom is to lay several 
boxes on the floor of the window at the 
rear, near the dried fruit boxes at the 
back, and on these lay the ends of several 
boards to reach nearly to the front of the 
window to form the incline. Several sheets 
of heavy paper or empty sacks can be laid 
over these boards and the beans poured 
over this foundation. 

A design can be prepared as shown in 
the sketch by means of using red kidney 
beans, Scotch peas, green or yellow split 
peas, or black beans, to contrast with the 
white pea beans. 

To facilitate the matter of placing these 
figures in the white bed, strips of cardboard 
will come in handy. In the case of the 
diamonds, take a strip long enough to take 
care of the four sides, and insert in the 
proper place in the bed. Then scoop out 
the navies and put in the variety desired. 



47 



A Minimum Quantity Foods Display 




This plan is simple from the standpoint 
of arrangement, and then because of the 
fact that the quantity of goods displayed 
is small, working along the lines of reason- 
ing that a well arranged display of a few 
goods is preferable to a window chock full 
of groceries indiscriminately piled in. The 



window space is well utilized while but little 
merchandise is needed. 

The upright supports of the center group, 
as the drawing will indicate, are built up 
of cartons and support the top layer of 
cartons, which are laid on a thin board to 
sustain the weight of this row of cartons. 




48 



This group is topped off and relieved of 
its bleakness by a sprinkling of small bot- 
tles of fancy goods. The seasonable items 
in these goods should be used. Small bot- 
tles of pickles, fancy jellies, marmalades, 
salad dressings, oils, and small sifter top 
bottles or tins of fancy spices may be used 
to grace the top of this group. 

At either side of this group is a pyramid 
of cartons made to graduate from the 
larger sizes at the bottom to the smaller 
cartons at the top. In this case again the 



exposed tops of the different cartons are 
topped off with small glass packages of 
different kinds of fancy eatables. With the 
three groups arranged on the plan de- 
scribed, the effect of the display so far 
would be too much of a vertical and a 
horizontal construction. To relieve the 
straight line appearance an arch of small 
cartons is worked into the larger group 
spanning the base of the two upright sup- 
ports of the top row of cartons. 



Variation of the Arch Idea for Cartons 




m 



& 




A new idea for the every-day window, a 
variation of the manner of presenting the 
sales talk in the window when no special 
holiday or celebration creates an oppor- 
tunity for a "flash" window, is contained 
in the suggestion in the accompanying 
drawing. 

The feature of this window is a triumphal 
arch. Cartons are used to build it and 
fancy bottled goods and canned goods to 
trim it. The plan for constructing the dis- 
play is to place the arch well back in the 
rear of the window. Where a back wall 
exists, the matter will be facilitated but 
where it does not, build the arch lower. 

The arch is to span about two-thirds of 
the window. The top row of cartons rests 
upon a shelf stretched between the two 
piles and to this is fastened the curved 
strip which supports it. In the event the 



window has a back wall the plan may be 
reversed, the curved strip fastened to that 
partition and the top row given support 
by the row of cartons placed on the curved 
strip. 

The consumer is becoming accustomed to 
the "ready-made" layout window display of 
cartons all one kind and size. The store's 
purpose is served the better by a variety. 

A wall is built around the entire display 
to carry out the idea intended by the arch 
and which breaks it at the back and in the 
center. The plan is worked out at the 
front, along the window pane, in the form 
of an open fence as shown in the drawing. 

A careful selection of the bottled goods 
used to trim this display and a caution 
against putting in too much goods, and the 
description is complete. 



49 



A Soap and Soap Powder Layout 




For a decorative arrangement of a pack- 
age and cartons of soaps and powders dis- 
play that can be followed with good results 
this plan adapts itself. 

The sort of window display of goods 
that are always seasonable is only a small 
part of the campaign that will help greatly 
to dislodge the soap clubs and other similar 



methods held out to the consumer for that 
sort of business. 

The plan of arrangement is simple enough. 
Small pyramids around the back and side 
of the display are made of the packages of 
powders and will make a proper border. 
The soaps shown on the floor are laid out 
low and the cartons containing fancy pack- 




50 



ages of toilet soaps can be grouped into 
stars and circles forming the units of the 
display. 

The centers of the stars can be built up 
by setting at an angle with the floor six or 
eight of these cartons resting on a carton or 
two in the center. 

Don't forget the price tags. The whole 



display is liable to be just a mere soap 
display unless you say something about the 
goods. 

On the whole, this presentation may be 
regarded as a piece of up-to-date advertis- 
ing and helps the reputation of the grocer 
as a specialist even though the druggist has 
pre-empted this field. 



An "After the Turn of the Year" Sales Maker 




For those "nothing doing" January days 
put in one of these staple windows. The 
dry goods man puts all his energy in Jan- 
uary and February in selling what? Silks, 
satins, gowns? Not at all. He sells white 
goods — staples. And he makes money by 
pushing the "stapliest" staples in his line by 
making that stock turn over. 

So here is a staple grocery window to 
start the new year in good shape. Cast 
your eye over the illustration and it will 
find nothing but staples, staples everywhere, 
and nothing else to eat. 

Sacks of flour are placed on the floor 
of the window in a semicircle, with one 
sack standing on end in the center of the 
background. Then back of the floor is a* 
semicircle of cartons of breakfast food, 
pancake flour, buckwheat flour, and all the 
other foods which make your customer sit 



up and take notice of a little solid nourish- 
ment these cold mornings. 

Cracker boxes are the foundation for 
pther pyramids of foodstuffs. Hams and 
sides of bacons are hung on the wall in 
the rear, or, if desired, may be placed on 
the floor to the rear. The larger boxes, of 
course, should be placed at the bottom and 
the smaller ones arranged tastily on top 
of these. 

And as you show these goods in the 
window do not forget to push them in the 
store. Many a cake of maple sugar or can 
of syrup may be disposed of if it is sug- 
gested. The housewife is racking her brain 
for suggestions of things to feed the hun- 
gry family these days. Give her ideas by 
suggesting eatables from the stock. She'll 
bless you for it. 



51 



Baked Beans and Soups in Combination Plan 




Baked beans and soups are recognized as 
desirable fuel for the human system and 
make good material for winter windows. 

During picnic time it is proper to push 
them with that picnic theory uppermost in 
your talk. But when chilly blasts are with 
us don't forget that baked beans served 
hot at the table are entirely different from 
the cold baked beans eaten out of the can 
under a tree. They fill the bill. 

Soups are also there with both feet. The 
two as a combination display will make, an 
attractive window. 

The display of these cans of baked beans 
commences at the two rear corners of the 
window where the pile is shown six cans 
high. The line of piles swerves to within 
an inch or two of the glass until at the 
front the two lines end, leaving an opening, 
closed only by a circle of small cans of 
soup. 

In this circle and bounded by it is a pile 
of clean, white navy beans. Put in cards 
to point out the superiority of the canned 



article and the uniformity that may be 
guaranteed to purchasers. 

At the rear of the window are the larger 
cans of soup. Touching the line of baked 
beans and extending towards it on each 
side is a semicircle of cans of soup. 

Close associates of soups and baked 
beans, catsup, sauces, and even salad dress- 
ing, mustards, and horse-radish, are sprin- 
kled into the display. These bottles should 
be bright, clean, snappy, and sparkling. 

An inch-deep sprinkling of the same 
white navy beans over all of the visible 
floor space at the front, and if a color 
scheme is to be worked out, use a small 
quantity of either red kidney beans or 
Scotch peas, and do some lettering by 
placing these contrasting colored beans in 
appropriate words in the bed of navies 
and make a striking window card. 

Such a window card carefully prepared 
will be effective. It can be made to say 
that economy lies in the purchasing of your 
canned baked beans and condensed soups 
here. 



52 



Lincoln Window for Martyr's Birthday 




The Lincoln's birthday window idea 
worked out in the illustration requires a 
clever manipulation of the articles used, and 
all of them, with the exception of the Lin- 
coln portrait, are right in the store. 

The center frame decorations built about 
the picture and the log cabin, are of car- 
tons. The circular frame about the picture 
is made by attaching the cartons to a form 
bent in the proper shape. The rectangular 
frame is more easily constructed and 
within this frame, which may be made of a 
size to correspond to the requirements of 
the window, is the log cabin scene, an end 
view of which is shown in the small draw- 
ing in the upper corner. 

But the logs are candles, and the cabin 
is constructed in a miniature from this ma- 
terial. A pasteboard roof completes the 
effect. The big fireplace chimney is built 
up of matches and some dark hair pack- 
ing, suspended properly, furnishes the smoke 
which rises from the chimney. The trees 



and underbrush about the background may 
be supplied by evergreen twigs and dry 
grass. 

The background of this smaller scene 
within the large one should be of canvas 
tinted blue to represent the sky. A toy 
horse hitched to a post and a small man 
doll in the doorway add touches of life 
to the scene, while the toy ax stuck in the 
small log carries out the idea of the rail- 
splitter. 

Flour or cotton with a few pinches of 
diamond dust give the necessary snow 
effect on the roof and ground. 

This whole cabin scene may be set in a 
box, if desired, to set it off from the 
remainder of the window, which should be 
given up to the ordinary display of goods 
as shown. Flags and ribbons with a couple 
of shields lend a patriotic touch to the 
picture and the merchant who adapts this 
idea to his purpose will win results for his 
ingenuity. 



53 



The Real Washington's Birthday Window 




Now for the Washington's birthday dis- 
play. George Washington's picture, of 
course, should occupy the center of the 
window on the rear wall, draped with "Old 
Glory." The pictures representing Wash- 
ington crossing the Delaware and winter at 
Valley Forge can be shown in black and 
white sketches by your local artist if none 
others are available. 

A flag should be placed at either end of 
the window against the sides, as shown in 
the drawing, and red, white and blue fes- 
toons of paper or bunting draped from 
each corner as well as across the front and 
top of the window next to the glass. 

The cherry tree, felled, as in the drawing, 
really is the feature of the display and 
should be shown with chips carelessly 
strewn around the base of the tree, and 
lastly place near the tree the hatchet with 
which George "did it." Artificial foliage 
and cherries may be placed on the branches 
of almost any tree and so make it possible 
to work in this feature. 

Make the food feature of this window a 
display of cherries. The different forms in 
which you can supply this fruit and the 
styles of packing are not so limited as you 
might imagine on first thought. 



On both sides of the window and well 
toward the front place a few of the dif- 
ferent-sized bottles of both Maraschino, 
Creme de Menthe, and the white Mara- 
schino cherries. In back of these show your 
fancy No. 2 cans of Eastern preserved 
cherries and in back of these the No. 2 l / 2 
cans of California white cherries. 

In the center and along the front of the 
window place an eight-pound box of glace 
or candied cherries and on either side of 
this box a few packages of the smaller fif- 
teen, twenty-five and fifty cent packages of 
these candied cherries. 

If more adaptable to the demands of 
your locality use instead of the candied 
cherries a 25-pound box of dried pitted 
cherries. However, the glace cherries are 
finding a bigger demand each year and 
good results can be secured with a small 
outlay. 

If the window will not allow so exten- 
sive a trim, omit the cherry tree and the 
figure of the boy. The other features, in- 
cluding the picture of Washington, can be 
used in any window with great success, 
and will give the flavor as well as the more 
elaborate display can give it. 



54 



Valentine Candy Display Will Make a Hit 




"The way to a man's heart is through 
his stomach." 

You will be able to reach the youngsters 
as well with a window like the one illus- 
trated here. St. Valentine's Day is mainly 
for the children, so you can appeal to their 
hearts as well as their stomachs. 

The whole idea should be carried out in 
a humorous manner, and with the possible 
exception of the Cupid the display is not 
difficult of arrangement. This person in 
the form of a cardboard cut out will 
answer. On the floor in the foreground are 
arranged candies both in attractive boxes as 
well as the bulk cream mixed. Fancy 
cookies may also be used and in that way 
more fully complete the picture. 

Suspended from the four corners of the 
ceiling and fastened in center are strings 
of hearts made out of red paper. Fastened 
to each of the side walls are large paper 
hearts, the one to the right bearing the 
words, "Feed me and the world is thine," 
while the heart is apparently held in place 
by a candy cane. On the opposite wall or 
left-hand side of your window is a similar 



heart held in place by one of Cupid's ar- 
rows. The large heart in the center, as you 
will note, is placed between two barrels of 
syrup laid on the side with the ends toward 
the front of the window. 

The heart so placed should bear an ap- 
propriate verse, as the one in the picture, 
or the one given may be used. 

The back wall of the window can be 
arranged to conform with the construction 
of your window, as the one in the draw- 
ing has as a background curtains which are 
parted and tied back. 

The figure in the right corner is made 
by placing two sacks of sugar in up- 
right position. Flatten them out as much 
as possible and set them seam side front. 
Place on top of these another sack of 
sugar with the "sugar" stencil showing. 
A pie or cake set on edge may be used to 
represent the head, and the arms are made 
of doughnuts or cookies strung on a stiff 
wire. The latter is better, as the wire may 
be bent to give the arms the position shown 
in the drawing. 



55 



A Lenten Display of Fish and Cheese 




Cheese is an important part of a Lenten 
diet, and there are, all told, over two 
hundred varieties. 

A cheese window, even where the trade 
of the store is familiar only in a limited 
way with the varieties outside of the dif- 
ferent forms of American makes, will help 
trade during Lent, after which comes the 
season of greatest cheese consumption, the 
warmer months of the year. 

The fancy styles of cheese will sell, and 
the woman who has been buying her half or 
pound piece of cheddar, long horn or brick, 
will study a display of fancy cheese. She 
will vent her curiosity about a display 
made up of new kinds, with the result that 
sales of cheese in the store can be in- 
creased. 

The theese window shown in the cut is 
copied after a plan used in some of the 
European countries. It has for its prime 
feature a cheese dfsplay. A few selected 
items in fancy groceries are used to com- 
plete the design, which is that of two 
castles with a bridge connecting them, be- 
low which flows a stream dividing the 
display into two parts. 

The many different shapes of fancy 
cheeses, both in cake, as well as jars and 
tins, lend themselves to the working out 



of some good effects, as the drawing shows. 

The construction, as suggested, can be 
worked out by means of using small Edams, 
or even the humble sap sago can be made 
to answer. Across the top is placed a 
small board, to the front of which is 
fastened the sign, as shown in the drawing. 
This sign, made of cardboard, can be cut in 
the shape of an arch, and so give the de- 
sired effect. 

The castle itself, by means of the sug- 
gestion carried by the drawing, can be con- 
structed in different ways by the use of 
many of the different varieties of cheese. 
Several wood barrel covers will come in 
handy in building the castle. At the base, 
and which is the foundation of the struc- 
ture, are several small open boxes of cafe 
cheese tilted at a sufficient angle to form 
the sloping base. 

On this is laid the first circular shelf, 
for which purpose a barrel cover properly 
covered with white or colored paper, can 
be used. On this shelf may be placed a 
series of V-shaped pieces of cheese, which, 
for the sake of conservation and sanita- 
tion, should be covered with one thickness 
of waxed paper. 

The plan is workable. 



56 



Here's Another Idea for Lent 




Here's another Lent idea. Fish en 
brine, smoked, but best of all canned fish, 
right now are to go in this window. 

The usual variation of the actual water 
in the pond, the mirror can of course be 
used, but to get the proper effect the pond 
should be of real water. Do it right and 
it will pay. 

A large shallow pan should be used for 
the pond itself. A dozen goldfish placed 
in the pond and pan encircled by a series 
of artificial or house plants and, if practical, 
an ornamental tree or shrub placed in each 
corner of the window. 

The construction of the bridge is liable 
to give the window trimmer a little diffi- 
culty; however, it is not as intricate as the 
finished product represented in the drawing 
might indicate. A wooden structure of 
light lumber is necessary to form the 
foundation for the trimming of cartons 
which constitute the real decorative effect 
of the feature in the display, the bridge. 

In constructing the basis for the bridge 
lids or sides of canned goods and soap 
boxes can be used. Measure the desired 
width of the bridge from approach to ap- 
proach and mark it on the floor back in the 



store room. Then connecting these two 
points describe an arch with chalk. Split 
up a number of these box lids, and to 
secure greater resistance nail two of these 
strips together. After a sufficient number 
of these have been made ready nail the 
ends together, laying them on the arch 
drawn on the floor for the pattern until 
the skeleton of the bridge has been made. 

After this is done the structure will be 
strong enough to stand on its own bottom 
and admit of decorating with the cartons, 
as shown in the drawing. 

Borrow a doll from the nearest toy store, 
and if necessary that credit be given label 
it, "This is Jones' baby doll." Rig up the 
fishing tackle and put the doll at one end 
of it. The display feature is then com- 
plete and it is one not to be scorned. 

Now put in a tasty display of canned 
fish, fancy imported fish specialties, some 
of the smoked variety and the brined 
article. In the case of the latter it is 
difficult to put in an original package that 
will present a desirable appearance. Better 
a clean platter with one or two of the 
different varieties on it and a tag with the 
name of the kind, price, etc. 



57 



For Color Effects in "Green Goods" 




A combination selling and display win- 
dow — if to be sold from it must be re- 
newed constantly — is illustrated. Fruits and 
vegetables compose it. The color scheme 
is well worked out and if a variation is 
necessary because some of the items are 
not available, use other articles which will 
carry out the same color scheme. 

First construct the standards for the 
displays. Make them out of empty cases 
to fit the window. Brace them so that they 
will hold the weight. The illustration is 
sufficient to show what needs to be done. 

The middle unit is started in the center 
with a head of cabbage (1). The other 
rows are as numbered: (2) apples; (3) 
oranges ; (4) tomatoes ; (5) onions, green, 
with tops. Bananas (7) and beets (6) cap 
this display. 

The side displays, from top to bottom, 
are (8). and (15) celery; (9) red apples; 
(10) blackberries; (11) string beans ; (12) 
red plums; (13) grapefruit or lemons; 
(14) squash; (16) peaches; (17) berries; 
(18) green peas; (19) apricots or yellow 
plums; (20) white apples; (21) pump- 
kins or summer squash; (22) and (23) 
watermelons and cantaloupe. 

The ii.aterials should be kept fresh by 
constant ' newal and if this is done the 
window : . lay may be used as a basis 
for sales. 



In the event your window is not wide 
enough for all three units, use one or 
more of them. 

The next window is another one of those 
window displays arranged from a stand- 
point of decorative effect. There is a mini- 
mum of actual goods on display and the 
whole scheme is intended to conform with 
the warm weather tendency to partake only 
of the lighter and more easily prepared 
foods. 

The point of attraction in this window 
is a contrast of color. It is the feature 
of the design. The apples are of the deep 
red variety and are highly polished ; so 
appetizing in appearance that one would 
buv them even though he didn't like apples. 

The- window itself has the quality of 
neatness and cleanliness stamped on it 
throughout. The window glass is well 
cleaned and polished. The floor is spot- 
less. The cartons used in the design are 
picked for their freshness and cleanliness 
and may contain a line of cakes and 
crackers. 

In constructing the display, care should 
be taken to gain both contrast and harmony 
in color. The cartons should stand away 
from the background and up from the floor. 
A very good way to gain contrast between 
the display and the floor is to change the 
color of the floor by spreading paper of 
the desired shade. 



58 






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"Here's a suggestion for your Vegeta- 
rian Dinner." 

This is a plan for a vegetable window 
wherein fresh fruits can be properly dis- 
played. It will take but a very short time 
to arrange, and calls for only a small 
amount of actual goods. 



Although the amount of goods displayed 
will be very small, the vegetables should 
represent the pick of the commission man's 
stock. Each variety displayed should be 
represented by a card showing the price 
and any special feature in connection with 
it. 




For example, on the 150s oranges, say, 
"The grower of this fruit has a reputation 
that he is proud of," or, "These are Flor- 
ida oranges, and though not seedless are 
sweet." 

In this display the boxes, baskets and 
sacks need not be filled with vegetables 
and fruits all the way through. Use a 
filler of paper or any other material that 
will give the sacks a natural appearance. 
By all means keep the stuff fresh and 
snappy. That is one important requisite in 
this display. Use any vegetable that you 
have, but the best stuff that the season 
affords, in this line is to be brought in for 
this sort of publicity. 

Some of all the varieties used in this 
window should be strewn around on the 
floor, and by placing a limited number of 
your choicest labeled canned vegetables on 
the floor among the fresh articles a very 
appropriate and striking combination fea- 
ture can be arranged. 

If the window is arranged on the plan 
outlined above, the natural appearance of 
so commonplace an assortment as fresh 
vegetables will in itself attract. On the 




other hand, a half peck of "Murphys" 
offered to the person guessing which sack 
contains the most potatoes or onions, will 
draw many eager faces to your window 
and many contestants to your store. 

Where baker goods are carried and in 
such stores where they have been given a 
share of the publicity in the window, it 
has been found that efforts at creating a 
bigger demand have been fruitful. 

But where the trade of a store runs into 
every branch of eatables and bakery goods 
are carried, an occasional effort at in- 
creasing the sale in that department should 
be made, and the window is a good place 
to begin. 

In a window of this kind can be shown 
cookies, cakes and crackers, in addition to 
a line of large cakes and pastry goods, 
which owing to their nature will in the 
majority of cases lend themselves to a 
display of but a few hours or at best for 
one day. 

In such cases the display can be made in 
such a manner that goods are sold direct 
from it. The window arrangement de- 
picting a bakery-goods display shows the 
introduction of packages of gelatines, bak- 
ing powders, fancy pastry flours, icing 
sugars, and bottles of extracts can be 
worked into the window to good advantage. 

Tall glass jars filled with different va- 
rieties of shelled nuts are shown in the 
drawing supporting glass shelves, on which 
displays are also made. 

Many beautiful effects can be easily pro- 
duced by preparing the different flavors 
of gelatines, using the molds from which 
such cakes as shown in the drawing are 
usually made and displayed in the manner 
of large cakes in the drawing. 

A contrast of colors should be 
aimed at. The preparation of 
the gelatine is a simple matter 
and various molds shown can 
be displayed in connection with 
the different sized packages of 
gelatine which will fit to good 
f*-S&* advantage. 



60 



Striking Decoration Day Windows 




z: 



Decoration Day to many brings mem- 
ories of less peaceful times than those 
prevailing now. The window described in 
this drawing is intended to give the im- 
pression of having been recently struck 
by one of those war-time cannon balls 
and lodged in the pane of glass at the 
front of the show window. 

The effect of the entire window depends 
upon the effort made at faithful repro- 
duction of the feature which is the main 
attraction of this scheme. 

The small diagram in the upper right- 
hand corner describes in a simple manner 
the method of lodging the "cannon ball" 
in the plate-glass window.- The cannon ball 
itself is nothing more dangerous than a 
wooden croquet ball first painted black and 
then sawed in two. The side view in the 
diamond shows each half of the ball glued 
on either side of the glass. If the small 
boy is likely to pull it off, place it higher 
up out of his reach. 

To produce the effect of broken glass 
caused by the entering of the cannon ball 
will require some little care at arrange- 
ment. Pointing towards the ball and glued 



to the inside of the plate-glass window 
are a number of pieces of broken glass 
of a shape to imitate the cracks converging 
to the ball. These pieces will not neces- 
sarily be of the entire length shown by 
the lines in the drawing. 

To reproduce the effect of cracked glass 
extending from the ends of the broken 
bits of glass, pasted on the inner side of 
the window glass, to get the best results and 
make the feature as effective as possible, 
it would pay to have a competent painter 
imitate the color produced by an extended 
crack in the glass, if his services are in- 
voked, only to the extent of mixing the 
proper shade of green-gray. 

The center back of the window is given 
over to a display of cartons in repre- 
sentation of a cannon's or mortar's mouth. 
The construction of this feature can be 
effected in different ways. The presenta- 
tion of the soldiers in the center, foe flags at 
the top, and the shields at each side of 
the window, give the window the patriotic 
air to convey the full purpose of the tightly 
lodged cannon ball in the window's lower 
right-hand corner. 



61 



The second cut shows another Me- 
morial Day window display suggestion. It 
is easy of adoption with such changes as 
it is desirable to make to permit the win- 
dow trimmer to put in his own touch of 
individuality. 

The more general observance of Dec- 
oration Day requires that the store win- 
dows be decorated in the most attractive 
manner. 



cartons of light color for the base and 
frame. The background to produce a flag 
effect with red and white cartons. Make 
sure that the red cartons placed as in 
the illustration contrast nicely with the 
columns. Place a large star cut out of 
cardboard in the center. 

To make a five-pointed star, inscribe a 
circle on cardboard, take seven-twelfths 
of the diameter and point off five places 




Here is an opportunity to show pa- 
triotic spirit by trimming the windows with 
flags, bunting, flowers, and leaves in honor 
of the war heroes. 

There are many ways in which the win- 
dow can be decorated appropriately for 
this day, and in the cut is contained one 
suggestion which can be easily rendered 
with cartons, flags, banners, bunting, and 
wreaths. A few plants well placed and 
flowers scattered carelessly about among 
the cartons and other goods used for this 
idea will make a display that will attract 
attention. 

The monument should be made with 



on the circumference. Connect these points 
with lines and cut out the star. Always 
be careful to produce a good color scheme. 

The base of the monument being light, 
the ground it stands upon ought to be 
darker as suggested in the cut. This will 
give the desired contrast. 

A flag at each side is good either hang- 
ing straight or draped in a careless sort 
of way. Don't forget the three small stars 
at each side wall. With small cartons, 
bottles, jars, fruit, and vegetables, placed 
about as shown, you can produce a dis- 
play well worth your trouble. 



A Basket Window to Announce Spring 




This window should spell Spring in every 
part of the display. The opportunity to 
announce the arrival of spring is presented 
by this window, and it must be made to 
show up as the freshest and brightest win- 
dow that has been arranged. 

Six flower baskets are the principal fea- 
tures of the arrangement, and five of these 
are made to droop while the sixth is built 
up on the center pedestal. 

Two of the five baskets are suspended 
from the corners of the window while 
three droop from the center pedestal as 
shown in the drawing. 

For the arms to be used in supporting 
these baskets barrel hoops are especially 
adaptable, and it does not matter whether 
they be of the wooden or the wire variety. 
If the wooden hoops are used they should 
be cut in two and wrapped with green 
crepe paper or cloth, although giving them 
a coat of paint would probably be as 
acceptable. 

The same method of decorating the steel 
hoops can be used, and while the latter 
will not uphold as much weight as the 



wood hoops the articles to be used in the 
baskets will determine which is more prac- 
tical. 

The pedestal is formed by using as a 
center support, a post securely fastened to 
the floor of the window, from the top of 
which extend three or four slender up- 
rights to support the center basket, which 
basket, by the way, may be twice the size 
of the other five. 

Around this center post may be grouped 
various articles, at the base of which group 
goods in small bags. Carton goods are 
piled up to the height of the center post 
forming out the rest of the pedestal. At 
the top of the center post are fastened 
three' arms similar to the two others de- 
scribed, one projecting toward the front 
of the window and one toward each side 
of the window. 

A wall of carton goods is formed in 
the shape of a semicircle and extended 
from one front corner of the window to 
the other, circling around in the rear of 
the center pyramid. 



63 



Trim for Window with High Background 




The display window shown in the il- 
lustration might be taken for a florist's 
display. But it is not. It is a grocery 
window, pure and simple, minus most of 
the groceries. And for that reason the 
display will attract attention. 

The two large flowers are cut from 
heavy white cardboard, the centers being 
painted yellow and dotted with white to 
represent sunflowers. Each flower is up- 
held by a wooden stem covered with green 
tissue-paper. The leaves which appear on 
the stem are of the same material. These 



flowers are planted in buckets of earth, 
to carry out the effect. 

The many-pointed stars on the walls are 
cut from different colored cardboard, giv- 
ing variation in color and life to the dis- 
play. The stars tacked against the end 
walls serve also as window cards an- 
nouncing something special on sale inside. 

Canned goods, goods in cartons, and 
bottled goods are displayed in pyramids 
and are grouped effectively, adding much 
to the general effect, and bringing the win- 
dow into touch with your stock. 



An Artistic Layout for Bottles and Cartons 



Don't fall into the common error of 
trying always to see how much stuff you 
can crowd into that window space. Too 
often a crowded window is advertising 
suicide. 

The truth of this statement is evidenced 
by the fact that the largest stores, even 
in kindred lines, pay men good salaries 
to arrange their windows in the most at- 
tractive manner, and they do not try to see 
how much can be crowded into them. 

While a variety of goods is by no means 
undesirable, it does not necessarily follow 
that a great quantity of goods can be 
placed in the window where a decorative 
and pleasing arrangement is the aim. 

Granted if a special sale of fresh fruits 



or vegetables is contemplated, to show 
great quantities of them in the window with 
the sale price in connection is proper. 
In that case the window is temporarily 
the storage space. 

The window as indicated by the draw- 
ing on this page is of simple type. The 
arrangement in the window is simple 
enough, but look at it again. Is it not 
pleasing? 

In arranging the stand upon which the 
display is placed, a small outlay for ma- 
terial is called for. But the plan of 
arrangement carries with it the possibility 
of much variety, as this display platform 
is one of the window fixtures that can 
be used at frequent intervals. 



64 




The stand or base for the display is a 
four-plane pyramid, counting the floor as 
one plane, and any number of tasty varia- 
tions may be contrived with this basis. 
In the drawing we have bottles and even- 
sized cartons in alternate arrangement. 



Most of the cartons are placed upright on 
end and across the side and center. 

Various little turns and twists can be 
given here and there and still the de- 
sired effect of decorative display be re- 
tained. 




When spring tempts the back yard, porch, 
or window box gardeners, give them a 
seed window. 

Seeds from the packet and bag to the 
bed and the flower box is the plan in 



this suggestion of a Spring seeds win- 
dow which can be worked out in an effec- 
tive manner. 

At the rear is shown a case of vege- 
table and flower seeds in packets and 



65 



then several bags of bulk seeds. At each out with dirt and early shoots of flowers 

side potted plants in bloom are arranged or vegetables protruding in rows marked 

in flower boxes. off with pegs and labeled as to varieties. 
At the front miniature gardens are laid 



A Spring Window with a Garden Gate 




Spring has entered and the gate is closed 
behind it. 

Make your gate posts out of canned and 
carton goods. The walls can be built of 
cans piled one on top of the other until 
the desired height is reached, when flat 
cartons can be used as the top stone. The 
base of the gate posts is made of one large 
carton and the top of two cartons. On 
top of these place two cheese boxes on 
their sides. The posts at the sides of the 
window are made of cartons with cans 
placed upon the top similar to the method 
used in the center posts. 

The garden gate can easily be constructed 
of laths so fastened together as to make 
a neat design. As there will be no 
youngsters to swing on it or elder ones 
to lean on it, it will not require as much 
work as appears at first glance. After all 
the laths are securely nailed so that the 
gate will not sag of its own weight, give 
it a coat of black paint, and if there are 



any ends protruding upwards or downwards 
taper them off. 

Strips of colored paper drawn from side 
to side will lend attractiveness to the gate 
and give it a Spring dress. 

For the balls shown in the illustration 
use apples or oranges, which can be stuck 
on the sharpened points, adding consider- 
ably to the general appearance. 

Now, to construct your trees, the first 
thing that is needed is a broom. Make a 
secure base for the broom to stand in, 
which can best be done by boring a hole in 
a two-inch board, which should be large 
enough to prevent the weight of the tree 
from tipping it over. 

The foliage of the tree can be made to 
good effect by covering the straw part of 
the broom with excelsior dyed green, which 
method can be used to represent the lawn 
and the plants upon the wall as well. 

The lawn so made can be used as an ex- 
cellent background for displaying your dried 
fruits. 



Arch Window Display of Breakfast Foods 





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Empty cartons of this or that shape, color 
and kind have been used in about every 
conceivable manner as window decorations. 

Constructing an arch by using cartons is 
one of those many different methods. The 
window sketched in the drawing herewith 
had that sort of decorative feature and 
shows that a knowledge of how to use the 
cartons to best advantage is necessary. 

In the smaller drawing in the upper cor- 
ner of the window sketch, the method of 
building the arch is more clearly illustrated. 
In making this window a pot of paste is 
required, and this, properly applied to the 
dummy cartons, is about all that will be 
found necessary to produce the window. 

As the diagram in the upper right-hand 
corner of the drawing shows, the flap of 
one carton is fastened to the top of the 
box next to it, and by continuing that proc- 
ess to the desired length, the arch can be 



described without any further support given 
it from below. 

The body of this center pile of cartons is 
built upon a thin board which is made to 
rest on four or five cartons set on the 
floor of the window. Here again all 
efforts at overcrowding should be carefully 
avoided. The drawing gives a good distri- 
bution of the cartons used in this display. 

The method of fastening the cartons as 
used in the arch also applies to the crosses 
described at the top of the pyramids at 
either side of the window. Here again 
empty cartons may be used, although the 
foundation of the pyramids may be more 
effectively and solidly built out of full car- 
tons. With the setting in of the breakfast 
food season this window is particularly 
adapted to the display of that form of food 
coming in cartons. 



67 



Breakfast Suggestion Display Plan 




Here is another one of those special pur- 
pose artistic layout windows. As a sugges- 
tion for a breakfast menu it can be used to 
good advantage. 

With fruits and flowers in abundance, the 
decoration of a window along the lines of 
the suggestions made in the drawing is an 
easy matter. Some of the ever-popular, 
ready-to-eat breakfast cereals may be 
brought into a display, and with the method 
of decoration shown in the drawing, the too 
often stiff all-carton breakfast-food window 
is made into a real attractive display. 

Pile the large packages of the popular 
toasted corn flakes, say two-thirds the en- 
tire height of the window at each rear cor- 
ner of the window. Next a pile as high, 
lacking one, and so on to represent the 
step-like arrangement as suggested in the 
drawing. In the event of extreme width of 
the window, the plan of building these half- 
pyramids will have to conform to the size 
of the window, so that the lowest step will 



connect with the center pyramid. The gen- 
eral idea is not difficult to reproduce. 

Along the front of the window the dis- 
play of fresh fruit called for is merely a 
row of the most popular fruit, and those 
especially appropriate for breakfast dishes, 
such as cantaloupes, grape-fruit, peaches, 
etc., are arranged. 

In the center of the window a foundation 
is laid, by placing lengthwise two of the 
larger packages used in the two sides of 
the display. Upon this a pyramid of some 
smaller cartons of another variety of the 
ready-to-eat breakfast foods is used. A 
slight variation may be given the plan, espe- 
cially if there is a special brand of coffee 
to be pushed. 

The flowers or foliage form the deco- 
rative feature in this window. Plain vases 
and jars to hold the decorations should be 
selected, and one of the women clerks 
around the store held responsible for the 
restoration of the display every morning. 



A Novel Window Display for Cereal Goods 



Cereals have been put in windows in so 
many interesting ways that it is no easy 
matter to figure out a new method of 
display. 

The idea in this plan is to make a table 
out of cereal packages ; place this table in 
the window, and by placing on it linens, 
dishes and cereals, imitate as far as pos- 
sible a breakfast table. 

The three cuts, Figs. 1, 2, and 3, on this 
page describe the process of constructing 
the breakfast table, built by using cereal 
cartons. The matter of constructing this 
display feature is a simple one, and with 
one or two precautionary measures in mind 
the result should be effective. 

The object is, of course, to make the 
table appear as nearly as possible as if 
constructed solely of the cartons.^ In the 
case of the table shown complete in Fig. 2, 
the surface is covered with forty-two car- 
tons. Measure the width and the height of 
the cartons you intend using, and let the 
board for the top of the table be of a 



width slightly less than represented by six 
times the width of one carton and the 
length of the table board seven times the 
height of the cartons. 

A similar but smaller board is necessary 
for the lower shelf of the table. This 
should be large enough to support five car- 
tons one way and six the other. When 
beginning the foundation of the table it 
may be found advisable to reinforce the 
cartons shown on the floor of the window 
by means of placing at the back, out of 
sight, a thin piece of board of enough sta- 
bility to relieve the pressure by weight 
occasioned by the quantity of cartons dis- 
played on the top surface as well as the 
lower shelf, and then the added weight of 
the boards used as a basis for these dis- 
plays. 

On the four cartons, set at such a dis- 
tance apart as will bring them at the exact 
four corners of the board shelf and their 
respective wooden supports, the first shelf 
is placed. This shelf is covered with the 




W&-3 



cartons to be displayed and of the same 
kind of product as forms the lower portion 
of the legs described by the four lower 
cartons. 

The rest of the construction is merely a 
repetition of the first steps in producing 
the table. Though a simple display feature, 
with proper care at placing and finishing 
off, it will be found effective. In the case 
of the four piles of cartons forming the 
legs between the lower shelf and the top of 
the table, it will be found necessary again 
to give the cartons support by means of 
placing a stick at the rear of the pile. 

When the table is completed it looks like 
a table made entirely of packages. In Fig. 



3 is shown a practical background to be 
used in connection with the table. First, 
the background is covered solidly with some 
color of cloth or paper that will contrast 
well with the colors of the packages. This 
background is then bordered solidly with 
the packages and inside this border is built 
up an arch of them. This is all very clearly 
shown in the drawing. 

Well-worded signs can be used to good 
advantage in this window. 

Too many packages of the cereal should 
not be piled up in the window, as they will 
detract from the table and will not permit 
it to stand out as clearly as where there are 
no other groupings to conflict with it. 



An Artistic Carton and Bottle Plan 




The arrangement in this drawing is a 
bottle and cartons window with a pleasing 
variation of the none too artistic style on 
which the majority of this sort of windows 
are based. A simple and artistic grouping 
of cartons decorated with bottles is to be 
seen in the plan laid out by the sketch 
shown on this page. 

An effect a little out of the ordinary is 
produced by the arrangement, . yet the 
scheme of layout is not intricate, and sim- 
plicity is one of the most essential points 



in window decorating. In this design this 
point has been kept in mind, and as a 
result the merchandise stands out in good, 
bold, and striking manner. 

The center group is built of rather large- 
sized cartons piled on top of each other. 
The four cartons on the top layer rest on a 
thin board. By so doing, they are strong 
enough to hold the bottles that are placed 
on top of them. Thin boards are also used 
on the two end groups. 



70 



A Simple Summer Window Plan 




When the calendar and thermometer tell 
ns that Summer is here, the natural tend- 
ency of the appetite is for light things to 
eat. But frequently it is due to a lack of 
variety displayed to the consumer and the 
manner of exhibiting and care of the goods 
that the buyer is not tempted to eat more 
of the lighter things. 

The Summer food window is designed 
with fruit, vegetables, and some flowers for 
decorative effect. A terrace is built of 
boards, the elevation being constructed by 
means of placing empty boxes under the 
plane and the terrace built up to this by 
placing boards on an incline at the front 
and side. 

Green crepe paper or cloth is used to 
cover the terrace and plane and on the 
incline at the front is shown the word 
Summer, made by using such goods as will 
fit in with the general idea of the Summer 
goods window. 

Cartons of potato chips, gelatines, toasted 
corn flakes, and other breakfast dishes, 
which, if the terrace is of sufficiently large 
proportions, will answer. If a little extra 
time is given the front terrace, bottles can 



be used to spell the name Summer and 
these in a variety, a different kind and 
color of bottle for each letter will make 
the word stand out very much more 
strongly than will the average carton. 

For a variation of bottles, there are many 
to be drawn from that will spell Summer 
by displaying their contents. 

Salad dressings, mustards, olive oils, 
olives, pickles, grape-juice, the various other 
beverages, maraschino cherries, bottled 
vinegar, strained honey, and other bottled 
goods that with proper alternation will 
present a color scheme that in itself 
breathes freshness and promises the re- 
freshment for which Summer weather 
creates a craving. 

In the top of the plane, openings are 
left through which are shown the tops of 
plants. In the case of real plants the pots 
are concealed under the structure and the 
paper or cloth covering brought closely 
around the stem of the plant or flower to 
give them the appearance of growing out 
of the top of the terrace or the plane. 
Artificial flowers may be used to better 
advantage. 



71 



A "Welcome" Window of Refreshments 





On one point we are practically all agreed. 
We are all of us longing for the warmer 
days of Summer. When they do finally 
arrive and are here to stay, they will be 
mighty welcome. 

So a WELCOME window in anticipa- 
tion of those warmer days offers a good 
window plan. 

That with those warmer days arrives the 
season for beverages, we all know; so 
beverages must make up this window. In- 
cluded in that list are many profitable arti- 
cles of liquid refreshment: Grape Juice, 
Ginger Ale, Root Beer, Soda, and other 
beverages. 

In the center of the window represented 
by the drawing, is a pyramid of cartons 
and bottles. In arranging the platforms for 
the second, third, and fourth tiers the most 
satisfactory and presentable base is obtained 
by using circular pieces of glass. Candy- 
pail lids, covered with bright-colored paper, 
will answer the purpose, if the glass in cir- 
cular form is not obtainable. 

On the floor and encircling this pyramid 
is a five-pointed star, having three bottles 
to each point. In each of the rear corners 
five cartons are arranged semi-circularly 
around two others, and towards the front 



opened candy and cake boxes are arranged 
in similar manner, with the lids shown lean- 
ing against each box, and so bring out the 
attractiveness of the package as well as 
the inviting appearance of the contents. 

It must be remembered, however, that this 
class of merchandise is very easily affected 
by the sun, and even though its direct rays 
do not strike it, damage will result from 
too long exposure during warm weather. 

In other words, the daintier the candy, 
the quicker it will melt and become abso- 
lutely unsalable. If there is danger from 
this source, it is well to display only the 
closed empty cartons and let the general 
arrangement and the suggestion of what is 
in the packages create the demand. 

The letters in the back of the window say 
WELCOME. 

If the back of the window is not par- 
titioned, the support for these words can 
be constructed of a wooden strip or heavy 
wire, bent to form the arch as shown. 

The letters are made of cardboard of suf- 
ficient stiffness, and given an attractive 
color, preferably gilted. With the aid of a 
pair of tinner's snips, the letters can be cut 
out of tin plate, and in that way overcome 
the possibility of their bending or warping. 



"2 



Fan Display for a Breezy Window Effect 




This is a window for the kind of weather 
when the fan is stirring around everywhere. 

Baseball, palm, electric and others. 

In this window the favorite palm leaf fan 
is used for decorative effect and for the 
purpose of giving the window a cool ap- 
pearance, which, with a carefully selected 
list of goods, can be accomplished. 

As a connecting idea give one of these 
fans to the lady customers. Stamp the 
name of your store on them by all means. 

For the groceries to be displayed in this 
window, bottled goods and jars are the 
thing. Beverages of all kinds are appro- 
priate, and in fact any of the lighter 
things, the refreshing and invigorating 
stuff. In this display olive oils must not 
be overlooked, as it is salad time, and 
that calls for olive oils and salad dressings. 

This is one of that kind of windows 
which will not admit crowding. It is a 
case of handle with care, and to get a good 
effect don't put too much into the window. 

A very natty but conventional border 



can be constructed with the fans to get 
that breezy appearance into the display that 
the season makes necessary. By grouping 
three of these palm-leaf fans together a 
clover leaf can be made, and these so used 
will relieve the monotony of the trimming 
that a continuous display of the single fans 
is liable to create. 

There are various ways in which the 
bottles can be arranged in the window. 
Cover the space; that is, do not leave any 
large, blank spaces, but don't crowd, please. 
Easels can be formed by tying the handles 
of the fan so that the clover leaf described 
is presented and the easel formed by rest- 
ing the display on the other two lower 
fans, which differ from those in the illus- 
tration in that they have the handles tied 
together with a bottle or two tied in the 
center. 

Otherwise the general arrangement of the 
bottles can be varied or the plan shown in 
in the drawing followed, which shows a 
good arrangement. 



73 



A Cause and Effect Flour Feature 




To appeal to the natural hot weather 
inclination of the woman customer to stop 
baking, is this window's mission. 

Home baking is temporarily suspended 
during the hot Summer months in many 
homes. Sales of flour will drop off and 
a bread display is in order. A display of 
even the best brand of bread to be had in 
the town, when installed without any fea- 
ture to make it attract the attention of the 
passer-by, will be stale five minutes after 
installed. In the cut on this page is shown 
a plan for connecting up the finished prod- 
uct with the raw material in two stages of 
evolution, and what might otherwise be 
regarded as a commonplace display is in- 
stilled with a little of the unusual. The 
result will be that the display will receive 
attention. 

The three stages in the process of bread 
production are depicted in the window. 
There are the stalks of wheat as taken 



from the field, the same wheat prepared 
into flour shown in the barrels and sacks, 
and then the product of the bakers' skill is 
displayed in a limited showing of the store's 
best seller in the form of the "staff of 
life." 

As background for the sides and rear 
walls of the window is a border of wheat 
stalks with a well-arranged showing of the 
heads of wheat prominent throughout the 
line of stalks. The size of the window 
permitting, three barrels of the store's 
brand of flour are arranged along each side 
of the window. At the rear a simple piling 
up of 5's, 10's, 24's, 48's and even 98's are 
shown. An appropriate sign and card, such 
as the one shown in the cut, is placed 
against the pile of flour sacks so constructed 
at the rear of the window, and a wording 
similar to that shown will help to catch the 
eye of the grocery buyer on the outside of 
the window. 



74 



Sane Fourth Window Suggestions 




Here's another appropriate window dis- 
play which will fittingly announce the com- 
ing of the glorious Fourth. 

A giant firecracker in the center of the 
floor made of strawboard and covered with 
red paper of the firecracker shade will 
make a good starter. A fuse of rope 
hangs down over the side. 

A mortar is constructed on each side of 
the big firecracker. Each "mortar" con- 
sists of a barrel, two cheese boxes and an 
axle. Each mortar is well loaded with 
either apples or cantaloupes. A false bot- 
tom may be built well up in the barrels so 
that they will require only a minimum 
"charge" and still appear to be 
filled. 

A United States flag floats 
above each mortar, and elec- 
tric fans, pointed upward and 
placed in the two forward cor- 
ners behind groups of water- 
melons or cantaloupes, furnish 
the sea breeze to wave the 
emblems of liberty. 

On a ledge in the rear of the 
window is a row of cans cov- 
ered with red paper to resemble 
firecrackers. One can placed 
above another and wrapped 
with red paper makes about 
the right length for each fire- 
cracker. Fuse can be made 
from rope or cord, according ^ 
to size desired. 



Below is another fireworks window of 
harmless imitations. 

There is no danger. The insides of the 
crackers are composed of yards and yards 
of wrapping paper. The cannon crackers 
are made of the rolls of manila or straw 
paper, as they come to you before they 
are put onto the cutter. 

At the front is shown a cracker that will 
measure, say, 24 inches from top to bot- 
tom. It is covered with red tissue-paper 
with the exception of a bare quarter inch 
at the top, which is left to show the yellow 
paper and so represent a real giant cannon 
cracker. 




75 



The top end of the cracker is also cov- 
ered with the red paper, and in the center 
is stuck a short end of three-eighths or 
one-half inch rope to make the fuse. 

Rolls of paper of different widths can be 
used and the narrower placed so that the 
rows will graduate from large at front to 
small at back. 

At the front and center of the window 
is shown an orange box filled with sawdust 
and protruding through the sawdust are to 
be seen the tops of some giant torpedoes 
constructed by covering lemons with 
red, white and blue tissue-paper twisted at 
the top into a point to resemble the tor- 
pedoes the youngsters like to bang onto the 
sidewalk or against the side of the house. 
These can be represented very easily and 
effectively. 

Immediately in the rear of the box of 
torpedoes is arranged a group, a dozen or 
two, of cotton mops which are tied to- 
gether near the top, that is near to the 
head. The number to be used in this group 
will, of course, vary according to the size 
of the window. But a large bunch will 
make a good effect. 



To bring out a very pleasing effect in this 
group of "cotton heads," take each mop 
separately and divide the threads into three 
equal parts. Dip the outer right-hand 
bunch of cotton into red dye, skip the cen- 
ter bunch and color in the same method as 
the first, the other side blue.. Treat each 
mop in this manner, and after they are all 
colored and the last color is thoroughly 
dry, group them together, taking care that 
the colors show separately in the display to 
get the proper effect when they are all 
grouped together. 

At each side, on the rear wall, are pin- 
wheels that can be made either from small 
wagon wheels or a wheel can easily be 
made to hold the bananas that are to rep- 
resent the sizzlers on the pin-wheel. The 
spokes of the wheel can be painted red, 
white and blue, or small flags or bunting 
can be used to decorate the wheel. 

The groceries in the window are fresh 
fruits. Let it be a fruit window from start 
to finish. Pile up the lemons, the oranges, 
the apples and every other kind of fruit the 
store has to offer for the Fourth. 



Decorative Arrangement of Real Materials 




The plan is intended for adoption where 
real fireworks are to be pushed for the 
"Fourth of July" celebration. 

Jap lanterns, fireworks, a frame of very 



light lumber, covered with bunting or 
simply red cloth and a few flags, form the 
basis of this window, the details of which 
are easily worked out from the illustration. 



76 



When the annual celebration of Inde- 
pendence Day is due, here is a window plan 
that can be used to celebrate the Fourth 
and is adaptable as well for other national 
holidays. The layout is a simple one and 
designed to get the best effect for the 
smallest amount of labor and time. 

At either side of the window are draped 
large American flags and so arranged as 
to produce a curtain effect. These flags 
may be of a size conforming to the dimen- 
sions of the window and for that reason 
selected to fit the individual window to be 
trimmed. With the two flags at each side 
of the window the general plan of decora- 
tion is introduced, and as the drawing will 
show, is carried out throughout the display. 

The class of groceries displayed in the 
suggestion in the drawing are carton goods 
and may be varied by using canned goods 
appropriate for a Fourth of July holiday 
lunch whether at home or at picnic. In 
the drawing three pyramids are built of car- 
tons and these connected by arches made 
of the same material. 

If the cartons are built up near the rear 
of the window the plan of crossing two 
medium-sized flags as shown can be fol- 
lowed easily. Suspended from the arches 
are several Japanese lanterns and these 
may be illuminated at night by means of 
miniature electric bulbs, which if strung as 
a series can be connected with the store 
service wires. 



To finish the decorative scheme and give 
the whole a patriotic air, small American 
flags are inserted at the ends of the cartons 
under the flaps. 

The floor space at the front of the win- 
dow may be utilized in a manner fitting the 
particular holiday which the window is to 
commemorate. 

For a Fourth of July window background 
cover the background perfectly smooth 
with plain white crepe paper and leave a 
border of dark blue. 

Then make six huge dummy firecrackers 
out of builders' paper rolled in cylinders — 
cover with red paper. 

Put short pieces of clothesline with a 
frayed end in each dummy firecracker to 
represent the fuse and touch up with red 
metallic flitters to represent sparks. 

Then make a circle of wood or heavy 
cardboard, like the one in the center of the 
drawing. This should be covered with 
white crepe paper and filled in with stars 
and stripes. 

The pendants below this circle should be 
opened bunches of firecrackers. A small 
circle in each corner, one with 1776, the 
other with the present year, can be draped 
with two flags each. 

In the foreground, such seasonable items 
as pickles in jars and bottles, olives, peanut 
butter, etc., can be shown, or if a line of 
Fourth of July goods is carried this back- 
ground will serve very effectively for a 
display of such goods. 




77 



Here's Another Good Summer Window 




Represented here is another simple plan 
for display that will arouse the interest of 
everyone especially during" the first warm 
weather. Vacation days are at hand and 
this miniature scene pictures one way of 
spending them. 

To gain the lake effect, a large, shallow 
dripping pan filled with water is used, or a 
large mirror laid flat in the window will 
serve the purpose. The shores are easily 
made with the aid of a few stones, together 
with a quantity of moss gathered from the 
forest, or if the color of the sweeping com- 
pound which you use happens to be green, 
you are in luck as this will do just as well 
and will save much time and some trouble 
as the moss dries out quickly. 

Several dolls dressed in bathing suits 
enjoying a dip in the lake or reclining on 
the shore gives life to the scene. Another 
is trying his luck with a fish-pole, while 



still another is floating about in a sail boat. 
The sailing craft, if not among toys in 
your store or household, can be found at 
any novelty store at a trifling price. If the 
mirror is used for the lake, the boat may 
be made to "float" by cutting it off" at an 
angle at the bottom. 

In the background and to one side stand 
two mammoth palm trees, the foliage of 
which consists of palm-leaf fans. 

At the extreme right and left of the 
window is displayed merchandise that will 
appeal particularly to those planning a 
vacation or camping trip, or the window 
feature may be used simply as an attrac- 
tion, and any goods displayed which the 
merchant may desire to advertise. How- 
ever, it is generally considered advisable to 
display goods which the window feature 
suggests. 



78 



June Bride Grocery Assortment Window 




June is the month of sunshine, flowers, 
picnics and brides. One of the first 
requisites in those newly launched house- 
holds is a supply of groceries. 

What's more appropriate or timely for a 
window display than a June bride assort- 
ment of groceries? 

Arrange three or four assortments, 
ranging in price from $10.00 to $25.00, con- 
taining a well-selected lot of foods for the 
first order in the bride's pantry. Work in 
the necessary staples and the fancy table 
items as well. 

Group each assortment separately, place 
a card on each group showing the "make- 
up" of the order. At the bottom show a 



card reading something like this : "Is this 
your bride? Give us your address and we 
will deliver this complete assortment for 
$15.00," according to the value of the lot. 

This will act also as a suggestion to those 
fond relatives or friends who don't want to 
give silver as a wedding gift. 

The drawing shows the arrangement for 
the decorative features. If you do not 
happen to own a figure, borrow one from 
your dry goods friend around the corner. 
The figure can be draped effectively with 
ordinary cheese-cloth. A bunch of celery, 
along with a few radishes or other small 
vegetables, make a very acceptable bouquet 
for the bride to carry. 



Tackling Trade with a Football Play 



When the heroes of the gridiron and the 
pig-skin hold the spotlight in the field of 
sport have a football window. 

The principal feature in the window is, 
of course, the figure representing the player. 
He is to do nothing more than pose, and 
for that reason has no more head than a 



moderate-sized pumpkin, no more backbone 
than a broomstick or two, and no more 
resistance to his body than that which a 
stuffing of straw or cotton will give him. 
The matter of appearance of this figure 
depends, of course, upon the amount of 
effort given the construction. It is entirely 



79 



permissible that lie look battered. An old 
sweater tightly stuffed with straw even to 
the, hands, which are represented by gloves, 
also stuffed and sewn onto the arm ends; 
the same method employed in the case of 
the trousers, stockings and shoes will re- 
quire rigidity that can be given the whole 
by forcing a broom-stick, sharpened at one 
end, up through the entire body until 
enough appears at the top to force the 
pumpkin head onto. 

The figure is completed by means of the 
addition of a round tin baking dish, with 
a mason jar lid attached by wire to either 
side to represent the ear guards. A nose 
guard from the near-by sporting-goods 
dealer completes the head after the eyes 
and mouth have been cut into the pumpkin. 

The point to be brought out by the win- 
dow display is that your brands in the 
various items in the store have won out in 
previous years and are still champions. 



The goal with proper care may be 
effectively created out of canned goods. 
The two uprights as well as the cross- 
piece require the support that can be given 
them by means of placing a stick, long and 
strong enough to reach the entire length, 
and of width that will be concealed from 
the front by the cans themselves. 

Two strands of colored ribbon, not too 
wide to prevent the hiding of the label, 
wrapped tightly around the support and 
the cans, one from each side, will make the 
post rigid. In the case of the cross-piece 
the supporting timber will have to be under- 
neath and towards the rear to avoid as 
much as possible its being seen from the 
front. Here again the winding from two 
sides of lengths of ribbon is necessary. 

The remainder of the window is self- 
explanatory and may be completed in a 
score of different ways. 




80 



Basic Plans for Window Display Groups 



Displays made up of various groups of 
foods symmetrically arranged in the win- 
dow first attract the eye and then hold the 
attention while the display is being studied. 

The building of these groups sometimes 
taxes the ingenuity of the man who trims 
the window and it is for the purpose of 
lightening his task and to help in the mat- 
ter of getting the most out of that window 
space that a few fundamental construction 
units should be available. The drawing 
herewith shows one of these units. 

In Fig. 1 is shown one of the simplest 
units forming the basis of many grocery 
window groups. This "pyramid" unit is 
formed by merely placing two tomato cases 
or soap boxes side by side lengthwise. On 
top of this end and in the center from 
front to back, as well as side to side, is 
placed another case of the same size. 

With this simple pyramid as a basis, a 
few variations can be worked out by 
placing a number of smaller boxes such as 
six-pound starch boxes on the floor of the 
window against the edge of the two boxes. 
A series of smaller boxes and packages can 
then be placed around the top box, whereby 
is created a series of four steps or shelves. 
Where the four shelves are used the sur- 
face would admit of the display of smaller 
packages or bottles of foods. The display 
of groceries shown in Fig. 2 has for its 
foundation three boxes describing the unit 
in Fig. 1. Around the base of the 
pyramid a double row of cans such as 
were originally contained in the case, is 
arranged. 



In Fig. 2, another row of cans is placed 
in front of the lower row on the second 
shelf, thus making three steps on the shelf 
surface given by the two created by unit 
shown in Fig. 1, and from that on the 
usual monotony of a pyramid of cans may 
be relieved by arranging a series of bottled 
goods and packages on top of the top box 
and carrying the pyramid idea to comple- 
tion in an attractive display. Many of the 
medium sizes of bottles adapt themselves 
to the display shown in the topping off 
process to give the pyramid a pleasing 
appearance. 

The upper shelf shown in Fig. 2 is sup- 
ported by four cartons, or if added support 
for the very top display is desired, a small 
box to bear the necessary weight of the top 
display can be used and cartons and bottles 
placed around. A glass shelf will lend 
itself well for use as the top shelf. A 
paper-covered board will answer, however, 
and on this is built the final display as 
shown in the second cut. The bowl of 
fruit as used in the drawing gives the 
whole a finishing touch that adds much. 

With suggestions such as these, the man 
who likes to see what he can do with the 
window will be able to work out many 
ideas. The pyramid in the rough, together 
with a suggestion for building up on it, is 
probably the most simple beginning in the 
window group display construction. 




***•& 



81 




Another time-saver in the shape of a 
permanent foundation for decorative win- 
dow displays and which, while in one sense 
permanent, is removable, and for that 
reason interchangeable with other display 
foundations, is shown in drawings repro- 
duced on this page. 

This plan together with other simple fix- 
tures easily constructed in the store per- 
mits a frequent change without necessi- 
tating the work of planning and arranging 
the fundamentals each week. 

This means a great saving of time over 
having to build up new foundations for 
every display. There is no question but 
what there are many advantages in getting 
a definite and frequent change in the entire 
arrangement of the display. 

The idea worked out can be used either 
as a permanent window or as one of the 
layouts for a window which is changed at 
regular intervals. In order to show how 
to build the steps and shelf in this window, 
two drawings are reproduced. One of them 
shows the window after the carpenter work 
has been done, ready for placing of the 
merchandise. 



The second cut shows the same window 
after it has been trimmed with groceries. 
The construction work is planned as simply 
as possible, there being a set of two steps 
across the back and on the sides of the 
window. In the center of the lower step 
is a curved extension. 

This gives an opportunity for building 
some special centerpiece of merchandise. 
Above the top step has been fastened a very 
simple shelf, while the background itself 
has in its center and on top a semicircular 
extension which balances up with the 
curved step and acts as a background for 
the higher arrangement of merchandise 
which is usual in the center of a display. 

A study of the second drawing shows a 
number of variations in the arrangement of 
the groceries. In the center of the top 
shelf is a very simple pyramid of quarts 
of olives. On either side of this is a pyra- 
mid grouping of cans of French peas and 
bottles of cherries. At the extreme ends of 
the shelf are placed first a row of club 
cheese, then quarts of olives, and back of 
this the tall bottles of olives. On top of 
practically all the packages on the shelf 
may be placed selected apples. 




Against the wall and on the top step is 
placed a solid row of bottles of vinegar, or 
other bottled goods. In front of these is 
placed a row of Brie cheese. On top of 
these circular cheeses is placed the Edam 
cheese. 

The lower step is used for a display of 
canned goods arranged in semicircular 



formation. In the center of the window 
the circular step permits the building up of 
a large pyramid of cans. 

The floor of the window can be covered 
with a puffed layer of cheese-cloth on 
which are arranged groupings of canned 
goods and fresh fruit. 



Small Window Trimmed for Action 



This is a window-trimming plan for the 
window of less width than the average. A 
variety of ways for arranging display is 
offered by this arrangement. 

Getting the proper results from displays 
in the small window is usually a difficult 
matter. 

Building up the display with a series of 
units similar to those described on these 
pages in past issues solves the problem of 




making that small space presentable and 
so make all effort at trimming count. 

In Fig. 1 the foundation for the smaller 
window is outlined. A triangular box is 
used for the base, and two triangular glass 
shelves are used. The glass shelves are 
supported by means of cans instead of 
bottles, and a different arrangement of 
goods is placed on the box and shelves. 

This shows how it is possible to develop 
many different arrangements of boxes and 
shelves, and on them a continual change of 
display. 

In Fig. 1, the center of the window is 
shown taken up with a triangular-shaped 
box or platform, needed for the develop- 
ment of the center group. 

On either side of this platform and filling 
the corner of the window, is arranged a set 
of steps made by piling up small wooden 
boxes. 

After placing the boxes and covering 
them and having the signs placed, a dis- 
play of goods may be arranged, as in 
Fig. 2. 

On the top step or box are placed a 



number of tall bottles, such as quarts of 
vinegar, catsup, grape juice, or table waters, 
or, in fact, any other line of bottle goods, 
and on top of these a circular glass or 
piece of wood. This treatment is repeated 
several times, building up in pyramid shape 
according to the height of the window. At 
the extreme top these piles of bottled goods 
are finished off with bowls of fruit and 
nuts. 

The center of the background is indi- 
cated as having a large circular sign 
worded as follows : "Delicacies of the 
Season," or some other appropriate word- 
ing, applying particularly to the season, may 
be substituted. 




i^-a. 



83 




Window Perspective 



By 



A background and foundation plan of 
at least a semi-permanent variety is another 
one of the handy things the man who 
trims the window in the grocery store must 
provide for himself. 

This plan involves no great amount of 
work nor is it expensive. In addition to a 
background, it takes care of a foundation 
for the goods to be displayed in the 
window. 

The drawing provides for flat panels at 
each side of the window, and to these are 
shown attached two shelves. This matter 
of number of shelves is optional with the 
window trimmer and the height and size 
of the window has . something to do with 
it. In some cases a variation of the width 
of the shelves may be applicable, the lower 
shelf being wider than the one immediately 
above it, and so on with the narrowest at 
the top. 

These shelves secure their main support 
from the scroll shown at the rear of the 
window. This, in addition to serving that 
purpose, forms a decorative feature as well 
from the window as from the inside of the 
store. 

As a center feature for decorative effect 
to be trimmed out with a simple display of 
groceries, is a set of circular shelves or 
steps. 

The background having these graceful 
lines may be made of three-eighths or 
quarter-inch well-seasoned lumber. A heavy 
composition board has been recommended 




W!o</ow Floor- Pl»*> 



by some trimmers. In either case, a pat- 
tern should be laid out, and the same, one 
used on both the backgrounds having the 
same curved ends. 

If thin board is used, it will be found to 
be practical to fasten two boards together 
and cut out both sides at one time. This 
plan can be followed in making the center 
feature, and center pedestal will serve as 
the joining piece for the two separate ends. 

Whether composition board or lumber is 
used, a smooth surface must be provided 
before the paint to be used in this case is 
applied. And in this case paint is desirable, 
preferably white paint. It will produce a 
sanitary effect and will harmonize with any 
color scheme. 

And right here is a thought. The belief 
that only the dry goods or the druggist or 
some other merchant's window requires the 
working out of a harmonious color scheme 
has long ago been exploded. 

Where eatables are sold and displayed, 
there should be a harmonious setting. 
Work in the color schemes. 



84 



For the Two Small Windows Store Front 




The store with the two small windows 
instead of the larger one is no easy matter 
to take care of. In fact, many claim the 
smaller the window the more difficult the 
attractive arrangement of a display. 

There is one prime feature the window 
trimmer must observe when installing dis- 
plays in a twin window such as is pictured 
in the drawing. That is that the two win- 
dows harmonize, for, as the eyes are the 
windows to the soul, so are the windows 
the eyes of the store. 

In the left-hand window is a breakfast 
table coffee suggestion, or it may be a 
dinner table tea idea. The covered table is 
of course the center feature in this display 
and the can of coffee, the package or can 
of tea should be in prominent position on 
the table. In addition to this, as much as 
possible of the regular paraphernalia should 
be placed on the table. The chair must 
also be there and it will give the whole 
thing a finishing touch to place some wafers 
or crackers in a small bowl on the table. 

But let the coffee or tea package be prom- 
inent in the display. Don't put too many of 
the packages on the table. Let one have 
the front row. The balance of the window 



can be trimmed out with packages of that 
same beverage, be it tea or coffee, as shown 
in the drawing. 

The right-hand window in the drawing is 
suggested as a fruit display. Here the 
center of the display is an ordinary barrel. 
If the display is used a little later in the 
season the barrel may be one of cranber- 
ries, Jersey sweet potatoes, or apples. In 
either event use an empty barrel. In the 
drawing is shown a plan of cutting open- 
ings in the front of the barrel through 
which it can be made to appear that the 
barrel is filled. By packing apples, cran- 
berries, or sweet potatoes in three small 
boxes and fastening these on the inside of 
the barrel an appearance of a full barrel 
may be secured. 

To vary the plan a little and give the 
display a little extra feature, three different 
products may be made to appear through 
these openings and so add a little more 
interest to the display. The remainder of 
the plan is pretty well described by the 
drawing and the plan of arrangement is 
not difficult. 

A few palms and swinging baskets of 
flowers will fit in well with these windows. 



85 



Getting Ready to Push New Canned Goods 



In arranging a window of canned goods, 
some common errors are liable to creep in 
and will make them unproductive of the 
results in sales that a well arranged 
window should bring. 

The range of items that come in at- 
tractively labeled cans is large and varied. 
Many of these cans are in themselves an 
attractive display. It is the live distributor's 
aim to put up such a class of goods as will 
be fittingly represented by the label and a 
label on the can that will sell the can of 
goods by its sheer attractiveness. 




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That effect depends, of course, upon the 
fact whether or not the labels are attractive 
and more or less distinctive in each variety. 
A distinction in labels can be made between 
the fruits, as, for instance, the different 
coloring of the labels of white and black 
cherries, lemon-cling peaches, peas and apri- 
cots. Even if the labels of the different 
varieties are not distinctive with front and 
back view shown alternately almost the 
same effect can be produced. 

In Fig. 3 is shown a more elaborate 
pyramid of cans where strips of wood, gal- 
vanized iron, or glass are again used to 
bind the display together. 

Many distributors of canned goods fur- 
nish attractive window cards with their 
goods. The trimmer can make good use 
of these cards as they are almost without 



FiJ-S 



So a canned goods window will be worth 
just as much as you put into it. Not in 
point of quantity of goods, but in measure 
of effort. 

The cuts show several units of display 
groups and show how effectively displays 
can be built up out of canned goods. There 
is no question but that a little ingenuity in 
grocery window trimming is necessary to 
create an interest and effect sales. 

Where a variety of articles in the canned 
goods line is to be brought into the window 
the unit shown in Fig. 1 can be put to 
good use. 

In Fig. 2 is shown a series of these units. 
Two pyramids as in number one are placed 
side by side with a space between of about 
the width of one can. On top of these two 
piles is placed a very thin board of sufficient 
strength to support the two top piles. A 
strip of plate glass may be substituted for 
the wooden strip and relieve the suggestion 
of clumsiness that a strip of wood is liable 
to add. 

If, for example, a California fruit win- 
dow is to be arranged, an arrangement as 
shown by Fig. 2 can be given over to each 
one of the different varieties and a very 
pretty effect can frequently be brought out. 




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exception of a very high grade and very 
attractive and will add, if intelligently dis- 
tributed in the window, to any canned 
goods displa}'. 



Fig. 4 shows an arrangement for the 
center of a canned goods display which 
will permit the use of large show cards 
in connection with the display. The prod- 
uct that the show card tells about forms 
the frame for the card and so an oppor- 
tunity for appropriate wording covering the 
merits of the line is given. 

Three piles of cans are put in place and 
the space between is left the exact width 
of the show cards that are to be placed 
between them. Next a board or glass strip 
is placed across the top of the three piles 
and the top row of cans placed thereon. 

A single frame for one card alone can 



be made by making but two piles of cans. 

The wording on the cards should be 
appropriate and to the point. Such catch 
phrases as — 

"There is no getting around the fact," 
etc., or 'The quality of the — and — con- 
tained in these cans borders on," etc., or 
"Our line of fruits and vegetables has got 
it all over and around," etc., or "The first 
pack of the season." 

A catchy statement at the head of your 
card must be really one that will attract 
the passer-by. Then he will read the rest 
of what you can say about the line and 
memorize the label. 



An Elaborate Canned Goods Setting 




A window of canned goods at the very 
opening of the cool weather season should 
impress upon the minds of buyers that 
there is an advantage in buying these goods 
early. 

The plan of this window should be to 
induce sales of canned goods in quantity 
instead of by the single can. Clerks should 
be instructed to push sales by the dozen, 
and the window cards should set forth the 
advantage in price gained by such pur- 
chases. 

It will be well to arrange some of the 
canned goods in assortment at a special 
price, say $1 or £2, the card announcing 
what the assortment consists of and the 
price at which it may be purchased. 

In constructing the display depicted in 
the drawing, it will be best to start with 



the rear wall. The cartons are rather 
heavy, as will be noted, except those used 
in the arches. The arch effect is secured 
by building the arch from very light lumber 
and placing the cartons on this lumber. 
The rear wall is made so that the bottom 
part is wider than the upper part. This 
leaves a sort of shelf upon which assort- 
ments of canned goods may be displayed. 
The floor space is taken up by stocks of 
cans and cartons. 

In windows that do not allow of such 
elaborate treatment, two or three cases of 
canned goods broken open to allow the 
cans to roll out on the floor of the window 
may be used effectively. But don't forget 
to mark the prices per dozen or the assort- 
ment as suggested. 

Push the quantity sales. 



87 



The "Big Can" Canned Goods Display 




To get away from the average sing-song 
in a canned goods window is the difficult 
thing. 

Canned goods readily adapt themselves to 
building piles, pyramids, and columns, but 
that system used year in and year out has 
made it very much "blase." 

Run in a clever idea to add a little spice 
to the display of the line that brings you 
trade. Use the hammer and saw occa- 
sionally and make your canned goods win- 
dow the bright spot on the street. Don't 
mumble — holler ! To do it you have but to 
bring in a special feature. 

In Figs. 1 and 2 are shown a large can 
in the making. This large imitation can 
is to be the decorative feature of a canned 
goods window. With the aid of the draw- 
ings showing the different stages of con- 
struction and the following description, 
this dummy can be easily arranged. 

Fig. 1 shows the skeleton of a mammoth 
can which has for its working basis two 
circles of wood cut in the diameter desired 
for the size of the large can; lids of 
cheese hoops will answer. To these are 
nailed lath at intervals of an inch or two 
around the entire circumference of the 
bottom and top circles. 

In arriving at the height of the can it is 
well to observe the proper proportions of 
the smaller can, of which this is to be a 
large model. The exact proportion does 



not necessarily have to be reproduced, but 
the general contour must be correct, so that 
when the can is placed in the window it will 
not look as long as a stovepipe or as squat 
as a snare drum. 

After the two wooden circles have been 
surrounded by these strips of wood, cover 
the entire drum with building or carpet 
paper, as in Fig. 2. To insure a smooth, 
even surface, the addition of several extra 
wrappings of paper or muslin are advisable 
and so produce a perfect imitation of a can 
ready for the label. 

In arranging this display, the help of the 
owner of a handsomely labeled line of 
canned goods will be valuable. Get the 
exact measurement of the strip that will 
cover the large can in the form of a label 
and put the much proffered help of the 
distributor of that label to use. Get him 
to furnish you a large label, an exact 
reproduction of the label on your fancy 
brand. 

If this cannot be arranged, have the label 
copied, as well as possible, by your local 




painter on the muslin surface or cardboard 
used as the outer covering for the mam- 
moth can. 

This "original" of your canned goods 
line can be used in the window in many 
different ways. It can be set on the floor 
and the display of canned goods grouped 
around it and on top of it, or it can be 
used as shown in the larger drawing of 
the window. 

The center pyramid of cans in the win- 
dow is built up under and up to the bottom 
of this dumnry, and will help keep it in 
place. The simple arrangement in the rest 
of the window is well to follow or else a 
step-like arrangement may be applied. 



The base of the tier (that is, the three 
sides — the front and the right and left- 
hand sides) comes within a foot or so of 
the side and front of the window. Empty 
boxes used as a basis for this tier will keep 
the number of cans required for this ar- 
rangement down to a minimum and give a 
foundation to work on. 

The appearance of either of these two 
arrangements will be greatly improved by 
the addition of mirrors placed at the side 
and back of the window. Bringing a har- 
monious color scheme into the window by 
decorating the rear and side paneling with 
strips of cloth of different colors is also 
very effective. 



Canned Goods Display with a Feature 



The pyramids in this display are designed 
more with a view of creating spires than 
the pyramids with larger bases, described 
on previous pages. The plan of building 
these is easily seen in the drawing, and 
needs no further explanation. 

The entire plan is a simple one, and has 
the desired feature of shutting out only a 
limited amount of light. To secure the 
desired attention to such statement as it 
may be desirable to display, a properly 
worded and executed sign may be hung 
from the center of the arch built at the 
top of the back of the window. 

The foreground of the window is left 
open to display a fresh consignment of 
fresh fruits and vegetables each day. The 



opening at the rear of the window there- 
fore accomplishes two purposes. An at- 
tractive card is placed on the floor of the 
window to the effect that the woman with 
a taste for the best in fruits and vegetables 
in cans or in the fresh state can be served 
by this particular store. 

The most attractive package windows are 
usually those that are not crowded solid 
with package goods. 

In order to illustrate this point, the 




accompanying drawing shows a very at- 
tractive method of arranging canned goods 
by the use of a limited number of cans. 

It often happens that a merchant would 
like to show some one line in the window, 
but having only a limited amount of the 
goods, is apt to keep them out of the 
window, thinking he does not have enough 
for a display. 

This drawing will therefore be helpful in 
suggesting to these merchants that it^ is 
really possible to have a most interesting 



display, using two or four dozen cans of 
goods. 

It has been demonstrated that the win- 
dows that pay the best are usually those 
given over to the display of one line of 
goods. 

This will seem unusual to those mer- 
chants who feel they must pile their win- 
dows full of a little of everything, but if 
it is tried, it will be found that a window 
given over to the display of one brand 
of baked beans, for instance, will boost the 
sale of this item correspondingly. The 
window should be changed regularly and 
often. It is almost certain that this expe- 
rience will be found profitable. 



The trimmer should try to use something 
else in his display besides a mere arrange- 
ment of the cans. This not only adds to 
the novelty of the display, but helps fill it. 

The drawing suggests how an assortment 
of attractive labels can be arranged on the 
floor of the window. 

In the center of the drawing there is an 
extremely large can. It is, of course, a 
large dummy made up over a framework of 
light lumber. Around the top edge of this 
large dummy will be noticed folded labels 
draped in loop fashion. 

Two bold signs as indicated in the cut 
make the display stand out prominently. 



An Emblematic Coffee and Tea Display 




A display of teas and coffees in packages 
into which is brought some emblem of the 
country producing teas or coffees can be 
made a very attractive one. 

As coffees and teas are products of trop- 
ical countries, in a general way the em- 
blems of those countries can be shown as 
symbolical of the place of origin of your 
line, although the food laws of the present 
day make misrepresentations as regards the 
place of origin a very unprofitable practice. 

A variation of the arrangement shpwn in 
the drawing can be effected by showing the 
bulk coffees and teas in the form and style 
of emblems of the native countries of those 
coffees and teas. 

While these emblems, in order to bring 



out their real meaning and significance in 
connection with the country that they are 
meant to typify should appear in the natural 
colors, this is, of course, impossible to bring 
out with so commonplace a basis of color- 
ing as is furnished by teas and coffee. 

The emblem used, shown in any color, 
will at once convey to the majority of 
persons as typifying the Orient. 

This is not true, however, with the Bra- 
zilian emblem, and as the majority of the 
coffee comes from that country, it is one 
that should be shown. 

Brazil's emblem or national flag is a 
light colored yellow diamond placed on a 
pale green field. In the center of the 
(Continued on page 144^ 



90 



Oriental Setting for Tea or Coffee Display 




A Japanese effect, a good feature window 
for pushing of teas, coffees, cocoas, etc., 
and other items whose place of origin is 
always associated with some wonderful 
tropical or oriental country, is the plan in 
this drawing. 

At the rear and center of the window an 
arch constructed of cartons is the feature 
of the whole window. It's a simple one, 
too. Take some one-pound tea cartons or 
cans, or get your source of supply to fur- 
nish enough for the feature. 

The two uprights should be made to lean 
towards the center. To do this to best 
advantage, the lower carton may be cut 
diagonally from corner to corner so as to 
give the whole pillar the desired tilt as 
indicated in the drawing. The process of 
strapping the cartons together will answer 
in handling the stringer across the top. 
Put the gummed tape on the back of the 
cartons, but permit a very little play 
between the cartons, so that the curve as 
shown in the drawing may be secured. 

After the top piece has been put into 
position, fasten it securely to the uprights, 
and if necessary, the whole arch to the 



back and top of the window. Japanese 
lanterns should be strung in similar fashion 
to that shown in the drawing. Decorate 
the sides of the windows with Japanese 
splashers, which are paper hangers deco- 
rated with oriental designs and may be had 
for a small price. 

The plan in the drawing can be improved 
upon even further by placing two or three 
Japanese parasols on top and at each side 
of the arch. 

The usual warning about absolute spot- 
lessness applies to this window display. 
Also that about overcrowding, because the 
window is the index to, and not the con- 
tents of, the store. 

While teas, coffees, cocoas, chocolates, as 
bases for beverages, have the primal rights 
of display in this window, there are of 
course many other items that can go in. 
Olive oils, olives, fancy preserves, are fit 
subjects for the decorations described for 
this display. 

The floor where it shows should be as 
clean as it can be made. If it cannot be 
made to look bright, lay clean, flat, light- 
colored paper, or yellow crepe paper- 



91 



A Fruit Jar and Can Window 




The woman who buys jars and cans and 
rubbers and sealing wax can be appealed 
to by a display of these things just as 
surely as when she is out buying fancy 
eatables. 

The season on these goods, while short, 
is active. Make the sales plan active and 
so make it more profitable than it would 
be without any enthusiasm displayed in the 
show windows. The construction of the 
window is simple enough. It is neverthe- 
less as effective as it is simple, and there- 
fore will appeal to the woman who has the 
"putting up" bee in her bonnet. 

At the rear of the window is an arch 
made of light lumber and bent to describe 
a greater or smaller curve, depending upon 
the height of the window. If the window 
is very high it may be well to use two of 
these strips and arrange a row of jars on 
one and a row of cans on the other. 

These strips are covered with strips of 
colored crepe paper, and at the spaces 
between the cans and jars are fastened jar 
rubbers or rings of alternating red and 
white color. 

At the rear are empty jar cases on which 
are piled a single row of jars. A variation 



of the display in the drawing may be 
brought about by making pyramids, using 
the pint, quart, and half-gallon sizes instead. 

At each end of the window pile up fruit 
cans after the plan shown in the drawing. 
The balance of the window is made up of 
fruit jar caps, fruit jar rings, sealing wax, 
and other canning accessories. 

In the center and to the rear of the 
window is a group of cans which balances 
the entire window. Around this is formed 
a semicircle of jar caps, and the whole 
window has a pleasing and symmetrical 
effect. 

Additional features may be brought into 
the window; for example, by forming 
chains made of jar rubbers which may be 
tied together either with a fine wire or 
thread and strung from the four corners 
of the window. At the point of crossing 
in the center a string of rubbers can be 
extended to the floor of the window 
whereto is fastened a card calling atten- 
tion to the whole display. 

The rings used in this arrangement may 
be of alternating colors. This sort of kin- 
dergarten work will lend real color to 
your window. 



92 



A Coffee Window Display Demonstration 




The demonstration window is one that 
will pull from both sides — inside and out- 
side. It is an unusual display for any 
merchant's window, and it is the unique 
things in advertising that pay. 

The window itself is simple of arrange- 
ment, but the keeping up of the display 
calls for careful attention. Coffee is the 
one thing that can stand much pushing. A 
coffee demonstration is the best thing to 
put in this window, although a special 
brand of, say, Ceylon or Japan tea, might 
be used. 

A young woman dressed as a waitress is 
pressed into service as a demonstrator. But 
she must know how to make coffee. Better 
let her have considerable practice in mak- 
ing a good cup of coffee before introducing 
this demonstration, as the coffee must please 
or the display will lose its value entirely. 

Her duties will be to make the coffee 
over the alcohol burner, in plain view both 
from the street as well as from the inside 
of the store, and serve the brew to the 
patrons of the store. She should be thor- 
oughly posted as to the values of the brand 
of coffees and be able to talk intelligently 
on the various grades. If you have a 
special brand that you are pushing, that, of 
course, must be given preference, and its 



points enlarged upon as compared to the 
cheaper grades, and why it is worth a few 
cents per pound more to the customer to 
buy that particular brand. 

The cups in which the coffee is served 
should be small and dainty — the demi- 
tasse kind. Everything in the display 
should glisten, and that calls for a shining 
coffee pot. The floor of the window is 
made up of a handsome display of the 
package coffee that is being demonstrated, 
and signs telling the price should accom- 
pany those announcing the fact that a free 
demonstration is going on inside. 

If Ceylon or Japan teas are used, the 
demonstrator can very fittingly be attired 
in oriental costume. In this case other 
fantastic oriental decorations can be used, 
such as Japanese fans and parasols for 
decorating the ceiling of the window. 
Artificial palms can be placed in the corners 
of the window and the floor covered with 
Japanese or grass matting. 

This is a method of advertising many 
large manufacturers find very productive of 
results. A tactful young woman in the 
store's employ, one who is capable of get- 
ting new customers, in charge of this dem- 
onstration will prove a very inexpensive 
method of getting good returns. 



A "Light Lunch" Materials Arrangement 




Ready-to-eat eatables form the selling 
argument in this window. 

Here again the floor of the window 
forms the base for the displays of cans, 
bottles, and packages, and no carpentry is 
necessary. 

For the hurried light lunch in the home 
there are countless articles of food in the 
store that can well be brought to the 
foreground. Light lunches are almost as 
regular during the Winter months as dur- 
ing the warm days, and often the prepara- 
tion of a meal must be hurried. 

The window should be made and pre- 
sented as a "light lunch" window — light 
lunch because the work of preparation is 
minimized by the method in which the 
foods are put up. In other words, prac- 
tically "ready to serve." 



In the case of 
bottled goods a 
good way to tier 
up the bottles is 
to cut small, thin 
boards of the 
required size, 
as indicated, for 
use in the draw- 
ing. Cover these 
with clean ma- 
mila paper, and 
on these as plat- 
forms each tier 
may be placed 
with good re- 
sults. 

If a floor cov- 
ering is used, a 
good red crepe 
paper will be 
found to set the 



display off to good advantage. 



AN ARTISTIC LAYOUT FOR HIGH 
BACK WINDOW 

Here is a window plan in which the 
color scheme plays a very important part. 
The arrangement is particularly well 
adapted to those windows having no rear 
partition, which is the case with the 
majority of grocery windows. 

The background of the window is com- 
posed of a curtain loosely stretched upon 
a wire or rod and this may be hung as 
high or as low as the size and shape of 
the window demand. The center display 
is made of cartons, preferably of a light 
color, forming a pleasing contrast with the 
darker colored background. 



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94 



For material to be displayed in the win- 
dow there are cartons of cereals, bottles, 
cans and jars of fruits and vegetables and 
some fresh fruits and vegetables. The 
center display is easily arranged of car- 
tons and thin boards to form the shelves. 
As the drawing shows, the cartons form 
the support for the shelving upon which 
an attractive presentation of the store's 
fancy goods can be made. 

The drawing gives a very appropriate 
setting of the different articles shown on 
the shelving, and as there indicated, the 
smaller bottled goods are well placed on 
the upper shelving. If heavier articles are 
placed in the space it may be found neces- 



sary to support the shelving at the center 
by a sustaining carton. The top board 
should be of thicker material and a more 
elaborate display made thereon. 

At the front of the window the name of 
the store is worked out with a combina- 
tion of colors in dried fruits. The panel 
forming the background for the letters can 
be made of ring evaporated apples. The 
letters themselves may be worked in and a 
contrast in color brought about by using 
either prunes or raisins or both. 

As in the case of the cartons and bottles 
shown, the dried fruit must be in the best 
of condition, clean and bright. 



Contrasting Fresh Fruits with New Pack in 

Containers 




The drawing shows in the foreground of 
the window the wind-up of the season in 
fresh fruits. They become "higher and 
fewer" in all sections of the country as 
October rolls into November. The window 
is intended to remind that the season for 
fresh fruits is over and a demand for your 
bottled and canned products of fresh fruits 
will grow apace. 

There can of course be no question as 
to the purity of the fresh article at the 
front of the window shown in the above 
cut. If the display is one made up of 



clean, bright, fresh stock, properly ar- 
ranged, there is no question as to the 
purity message it carries. 

Now, then, at the rear of the window 
is shown the next step in fruits — the jars 
of the preserved article and the cans of 
the canned fruits and vegetables. 

Show and talk the jars of preserved and 
the canned fruits always when the women 
ask for the fresh article. Pretty soon there 
will be no fresh goods to talk about and 
your campaign on the best brands will be 
under good headway. 



95 



A High School as a Window Center 




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Variety in the window is not only the 
spice of that window's life, but it is the 
essence of that store's pulling power. 

Piling up the window with a lot of car- 
tons or bottled goods and expecting the 
mere attractiveness of the labels to create 
a good effect is a wrong theory. There 
must be variation. 

In this window plan, cartons and bottles 
are grouped together in the form of a 
school building. The school house will at- 
tract attention from the youngster and the 
woman who buys the groceries. Built of 
food products in cartons and cans, the ma- 
terial with which the school is built will 
come in for a close scrutiny on the part of 
the consumers of the town. The principal 
material is cartons, and then cans and bot- 
tles are also brought into play. The 
columns at the entrance are constructed of 
either baking powder cans or tall salmon 
cans. The divisions forming the windows 
are also of cans and the particular kind of 
cans used depends upon the builder of this 
display, as a variety of sizes of cartons 



may be used necessitating different heights 
of cans to fit in. 

Like any other public building, it must 
be appropriately ornamented and fancy bot- 
tles of olive oil, sauces, or catsup make up 
the trimmings. 

The realistic touch is given the school 
house in the addition in the tower of a 
clock dial which is in plain view from the 
street. An alarm clock is readily adapted 
for this purpose and without this feature 
much of the effect is lost. A fence of 
cartons or cans surrounds the building and 
grounds and in the campus are placed two 
pyramids of bottles, one to each side of 
the center of the window. 

This will make a mighty good feature, 
especially when the class of goods dis- 
played in the cartons fit in with the idea 
portrayed in the arrangement of the dis- 
play itself — that is, foods for the school 
kiddies. Crackers and biscuits in cartons 
will furnish the carton material for a good 
school building. Breakfast foods, too, are 
appropriate. 

Try the schoolhouse idea. 



96 



Settings for Harvest or Autumn Window 




This is another plan for the time of exit 
of the last of the Summer windows when 
the Fall window is crowding- into the lead. 

The "frost is on the pumpkin and the 
corn is in the shock" phrase fits in. Before 
Hallowe'en and Thanksgiving come along 
a good Fall window fits in in good shape, 
but the idea sketched herewith may also be 
used as a Hallowe'en window after a few 
additions have been made. 



Nature's Fall colorings dominate the 
color scheme in this window plan. The 
pumpkin and the fodder in the shock are, 
of course, the prominent items in the fea- 
ture. Across the back of the window is a 
fence which can be constructed of cartons, 
and if a brown-colored carton or can label 
is available, use it in building the fence. A 
combination of the two, cans and cartons 
of the proper color, can be used in the 




97 



construction of the fence by laying small, 
flat cans between long cartons for the 
horizontal bars. 

The top and side trimming of the win- 
dow is of colored Autumn leaves. They 
may be imitation or the real article will 
answer, and the latter last long enough for 
the life of the window display. 

With such a setting a limited display of 
seasonable goods will make the whole a 
highly attractive window. An old scythe 
or a corn knife, together with some husk- 
ing gloves laid on the floor near the corn 
shock will add much of the real to the 
feature. 

In addition to the pumpkins on the floor, 



cans of pumpkins, packages of mince-meat, 
syrups, and the popular items in the more 
substantial foods go with this window. To 
the left a display of oranges, apples, and 
nuts may be made. A jug labeled cider 
fits in fine and should go in. 

These are suggestions which if followed 
will help to make a window that will 
attract the passer-by. It is up to the man 
trimming the window to make such minor 
changes and variations from the plan out- 
lined as it strikes him will prove more 
attractive. 

It's a good Fall idea and can easily be 
worked out to good effect. 



A Color-Scheme Variation for Cartons and Cans 




_ Everything in canned goods that with a 
little more and more of demonstration will 
make business ever better for this item is 
the plan of this window. 

In the majority of cases canned goods 
deserve pushing as they are more uniform, 
not to mention the cheapness of the entire 
line when compared with the actual food 
value of fresh products placed on the table 
both from a standpoint of quality as well 
as quantity.^ 

As the window is arranged in the draw- 
ing, a very strong effect may be obtained, 
arranging the pyramids of cartons on each 
side of the window. On the floor of the 
window, pyramids of cartons are laid point- 
ing towards the center of the window. The 
center tower of cans may be constructed of 
the different sizes of cans for variation. 



Tails, flats, and halves, or a layer or two of 
each of the different sizes, shapes, and 
colors of cans, of both domestic and im- 
ported goods, can be used in building the 
tower. 

In this window is again to be observed 
the caution against overcrowding. Like- 
wise the desirability of a harmonious con- 
trasting or blending of colors must not be 
overlooked. 

Fresh fruits strewn around on the floor 
of the window will help in the color 
arrangement. 

It is too often for lack of the right 
suggestions that the consumer continues in 
the rut of ordering what she had the day 
before or last week or month to no satis- 
faction to herself and no advantage to the 
grocer. 



98 



A Variety of Hallowe'en Window Plans 




Giving the center feature in the Hal- 
lowe'en window display over to anything 
but the proverbial ghost would be like 
staging a Thanksgiving dinner without the 
turkey and the cranberry sauce. 

The prime feature in this case won't 
allow for any substitute and the distinc- 
tion between one season's Hallowe'en win- 
dow and a previous one will have to occur 
in the general arrangement of the entire 
display. 

Therefore the ghost will have to go in. 
By bringing into play a flashing electric 
light, a relegated electric fan, and a sub- 
dued light effect for the whole window, 
much added attractiveness may be given the 
entire display. In the drawing, the ghost 
is represented as coming through a gate- 
way made of large cartons or cases covered 
over with a suitable brown paper. An in- 
candescent globe placed in the head and 
connected if possible with a flash sign — the 
kind that flashes intermittently — will pro- 
mote a spookish effect. 

To further produce this effect in the 
figure, an oscillating electric fan so placed 
at the rear of the window as to rustle the 



shroud of the ghost at intervals will make 
the ghost one of the "livest" ever presented 
in a Hallowe'en window display. If it is 
practical to do so, time the rustling — that 
is the direct flash at the figure — with the 
lighting of the globe in the pumpkin head. 
If the current from the fan is too strong, 
muffle it by letting it blow through a screen 
or latticework of the proper coarseness of 
mesh. 

The lights in the window proper should 
be subdued with a covering of orange 
colored paper to give the whole the proper 
glow. All the other lights should be en- 
tirely hidden from view of the passer-by. 
In the drawing the top of the window 
along the front is arranged a series of ears 
of corn in clusters, and these may be used 
to hide the lights. Behind these is placed 
the colored paper to cover the lights. Care 
must be taken that the paper does not 
come in contact with the globes as the heat 
is likely to cause fire. To eliminate this 
possibility entirely, stain the globes a deep 
orange color. 

The closed window adapts itself partic- 
ularly to this display. 



09 



This is another plan of making the 
ghost. About this central figure must 
everything else swing. So, in the sketches 
herewith shown that sprite is again the 
prominent feature. 

All the lights in the window are sub- 
dued with a covering of orange-colored 
paper, although care must be taken that 
the paper does not come in contact with 
the globes, as the heat is liable to cause 
fire. The cornpoppers, the small cartons 
arranged along the back of the window, 
and the pumpkins and melons on the floor 
add to the general effect. 



of maize shown in all of its matured glory. 

The right-hand corner of the window 
contains a shock of corn just as it would 
in the field. In the other corner is a blue- 
ribbon pumpkin on a pedestal. A few 
stalks of corn grace its presence there. 

Crossing a rake or a pitch-fork or two 
in front of the group and some sort of a 
vine, preferably, of course, an artificial 
pumpkin vine draped around the pedestal 
finishes the picture. 

There you have the setting for a display 
of any number of items in your stock. 




Across the front of the window are ar- 
ranged nine pumpkins, of as near the same 
size as possible, in each of which has been 
carved one of the letters which go to make 
up the spelling of the word "Hallowe'en." 
If practical, each of these can be lighted 
with electric lights. 

Both of these windows will show up to 
best advantage in the evening, and for that 
reason the window lights should be turned 
on as early as possible each night. 

The scheme of decoration in the small 
window is aptly told by the drawing. The 
border at the top of the wall as well as 
that at each side is made of those large 
prize ears of corn that you will get. The 
husks are partly pulled down and the ear 



Package or can goods should be used in 
this window. Your best brand of canned 
corn or canned pumpkin are excellent run- 
ning mates for the decorative feature. 




100 



Catchy Layout for Coffee and Tea Window 




Coffees and teas cannot appear too often 
in the show windows. They pay big for 
extra efforts expended in attractive prep- 
aration. 

The display, an outline and general plan 
of arrangement of which is shown, is to be 
made on those ones, twos, and threes of 
your coffee in canisters, cans, or cartons, 
as well as packages of your different 
blends of teas, together with a representa- 
tion of the quarter, half, and one pound 
packages of India, Ceylon, Japan, or China's 
finest. 

As the coffee or tea display should be a 
frequent occupant of the window, too elab- 
orate plans are not desirable. The one 
shown on this page is simple in arrange- 
ment and no especial preparations are nec- 
essary. 

The display is designed to go into the 
window without any preparatory carpenter 
work, and the effect is secured by tasty ar- 
rangement of the product itself, a har- 
monious tiering and piling of the packages. 

The plan of chalking the floor and so 
arranging a general contour of the display 
is a good idea, and does away with a waste 
of time in installing the goods themselves. 
This plan is found especially advantageous 
where circles or semi-circles are con- 
structed of cans and packages. 

In the center and foreground of the win- 
dow is deposited a pile of your special 
blend of coffee. It is inadvisable, aside 
from any standpoint of whether or not it 



is desirable to do so, that the pile be coffee 
all the way through. The pile should have 
for a center, cartons or cans built up, and 
which can be covered over with a piece of 
cheese-cloth, and on this foundation is 
placed the bulk coffee. 



A welcome change from the usual gro- 
cery display is the show window in which 
a shelf is the chief feature. Such a win- 
dow display is shown on page 48. 

This shelf extends entirely around the 
window. It must be made before it is put 
into the window, and securely supported to 
hold the weight of the goods. Brackets 
beneath furnish sufficient support and car- 
tons are to be used instead of canned goods 
because the weight is so much less. 

The cartons in the arches may be wired 
or tacked on the back and side walls of the 
window. This also helps to lighten the 
weight on the shelf supports. 

Small pyramids of cartons mark the 
divisions between the arches. A large pyra- 
mid erected on store boxes occupies the 
center of the display. Cartons are piled 
about the boxes to hide them. A large 
placard or window card should be placed 
on each side of the window resting on the 
store boxes, each placard framed with car- 
tons, preferably dummies if they can be 
secured. A quantity of goods scattered 
through the window will brighten the 
display. 



101 



Thanksgiving Menu Suggestions 



A table, spread with delicacies as a 
Thanksgiving menu suggestion, is the cen- 
tral piece of this display. Baby ribbons 
running from the various goods shown to 
cards giving prices and pasted on the glass, 
connect the items with the prices and the 
eyes of the passer-by. 

The idea is not a new one, but can be 
effectively adopted. A satin damask table- 
cloth, bright silver, and some attractive 
dishes and cut glass from the stock in the 
china department complete the equipment. 

A papier-mache turkey on the platter will 
serve as the piece de resistance very well 



indeed. The other foods may be taken 
from stock, and the more inviting the 
products shown, the better the pulling power 
of the window will be. 

In the other parts of the window may be 
shown practically all the items which go 
to make up a delightful dinner. Boxed 
apples and dried fruits, grapes, grape fruit 
and oranges, attractive preserves in glass 
and a background of suitable canned goods, 
displayed to great advantage. This is a 
very satisfactory window and not so dif- 
ficult to construct. 




The plan shown at the top of the next 
page is meant to impress the consumer 
with the season of the bountiful harvest, 
and to suggest some of the many items 
apropos of the Thanksgiving dinner. 

The color scheme is very important in 
this design. The yellow corn and deeper 
shade of the pumpkins are in strong con- 
trast with the white tablecloth and the 
white sacks of flour at either side. On the 
table is arranged merchandise representing 



the Fall harvest and groceries suitable for 
the Thanksgiving dinner. 

A basket of fruit, cranberries displayed 
in a glass jar, nuts, celery, cartons con- 
taining wafers and cakes, jars of preserves, 
and bottled goods are all represented on 
this table. 

The predominating thought in this dis- 
play should be to play up the bountiful 
harvest idea. 



102 




Two Thanksgiving Turkey Window Plans 



This turkey for the Thanksgiving is to 
be an artificial bird as near as it can be 
made to be and that may be all but the 
wings and tail. 

The body of the center feature as shown 
in the drawing is produced by means of a 
football. This can be used or a pumpkin 



made to serve the purpose better. In se- 
lecting a pumpkin for the body one con- 
forming as nearly as possible to shape 
of the body should be used. In other 
words, a flat pumpkin placed so that the 
sides of the pumpkin appear as the sides 
of the bird. 




For the tail of the bird with the pumpkin 
body a feather duster with feathers prop- 
erly manipulated so that a fan shape is 
given the tail, may be used. For the wing 
this remnant of a real turkey must be 
resorted to. Fastening the wing as well 
as the tail to the pumpkin will not be a 
difficult matter. As shown in the picture, 
the wing is spread out and this must be 
done by means of wiring and also before 
the wing is attached to the body. For the 
legs, measure the thickness of the pumpkin 
and add to that the desired length that 
the legs should have in protruding from 
the bodv. Force the sticks into the pump- 
kin until the top inside wall of the pumpkin 
is reached. This will give the legs the 
required power of resistance. 

Wrap the lower protruding part with 
brown tape. Previous to this the toes have 
been made by means of wire and the whole 
thing wrapped with tape. 

The body of the bird should be set at 
an angle as shown in the drawing. The 



wing will conceal a support that can be 
placed at the back of the body and with 
this and the two legs firmly anchored, the 
body should stand rigidly. 

The neck is shown in the drawing as 
made of potatoes. If these are used they 
should be impaled on a skewer or heavy 
wire and forced to sufficient length into the 
pumpkin. Use another potato for the head, 
a cranberry held in place by a toothpick 
for the eye, a bill made of wood, red flan- 
nel for the comb, and black tassel at the 
breast will complete the feature. 

The balance of the display will explain 
itself in the drawing. A real stump should 
grace the center of the window. A 
hatchet or small axe is to be sunk partly 
into the wood. On the side of the stump 
is a good place to tack a card bearing a 
solicitation of the Thanksgiving order. 

The rest of the display is provided for 
in the drawing and can be varied to suit the 
whim of the window trimmer. 




The "home-made" turkey is again the 
central figure in this window. Of course, 
it would be easier to put a live bird in the 
window, but everyone will do that, and the 
aim of every window trimmer should be 
something different. The extra effort and 
work will be well repaid. 

The body of this fowl is also a large 
yellow pumpkin. The spreading tail con- 
sists of genuine turkey feathers stuck into 



the pumpkin. The neck is the neck of a 
long yellow squash, and the head is a com- 
mon potato with cranberries for eyes and 
a piece of red flannel for a comb. 

The wings — or wing, as only one side of 
the bird will be visible — is also made of tur- 
key feathers, and stick down, giving the 
bird the appearance of strutting. The coop 
adds a touch of realism which will prove 
amusing to the prospective customer. 



104 




; 



z: 



The window shown in the drawing is 
typical of the season, and the general ar- 
rangement can easily be followed and should 
be adhered to, as facility of preparation is 
in its favor. 

Place the barrel of apples in the center 
of the window in the position of pouring 



out its contents as shown. This feature of 
introducing into the window prime, fresh 
fruit in its original package is one the 
successful fancy grocery stores of the large 
cities find never to fail as an attractor of 
the public gaze and a corresponding tug at 
purse strings. 



g a a a M a a aJ 





a i > a l a> ' a ' a * a 




z 



105 



Some Feature Windows for Christmas 




In this window plan the automobile de- 
livery has crowded out the time-honored 
sleigh of Santa Claus. It's an automobile 
truck made apparently of a few everyday 
groceries as material, and carrying an as- 
sortment of the finest foods for festal 
menus. 

The plan is adapted particularly to the 
larger show window. The bed of the truck 
is built up on two supports about ten inches 
from the floor, set at the proper distance 
apart to represent the length of the truck. 
Hiding these supports from view are two 
barrel covers for the wheels. As in the 
case of the rest of the truck, trim the 
wheels with groceries. 

For heavy, solid tires fasten to the rim 
of the barrel cover by means of heavy 
twine a row of either No. 2 T / 2 or No. V/z 
asparagus cans. For spokes, fasten long 
cartons of macaroni or spaghetti to the bar- 
rel cover. For the hub, an appropriate- 
sized can gives the finishing touch. 

From the boards, stretched from one 
support to the other, a banner bearing an 
appropriate appeal may be hung the full 
length of the truck and so hide the supports 
and other parts of the window not in the 
plan. This should be hung, say, about 
eighteen inches from the front. A state- 
ment on this banner that will serve to con- 
nect up the idea of prompt delivery of the 
best for the~holiday feasts with the feature 
itself is also in order. 



The posts on the truck can be covered 
with labels representing the store's fancy 
line, or cartons can be used. The connect- 
ing chains between the posts are made of 
cranberries, popcorn, etc., strung on thread 
or string. A paper Christmas bell or a 
brass or tin funnel can be used for the 
horn, the tube is a gas tube, and the lan- 
terns represented by some of the tinware 
out of stock. 

The steering post is a broom stick fastened 
by crossed cleats to a hoop, and the whole 
wrapped with colored paper. Santa Claus 
himself will require a little more ingenuity 
on the part of the window trimmer, but he 
is worth striving for and should be placed 
in a driving position. 



The plan in the next drawing provides 
for a slightly different method of construc- 
tion. It is adaptable for a Merry-Christmas 
or Happy-New-Year window. 

In connection with the bell window fea- 
ture, show a select display of^ the high 
grade in the line of foods carried by the 
store. If used as a first of the year win- 
dow, it must more than ever represent a 
clean, snappy display and everything should 
sparkle. 

The framework in the center of the 
window is built around with cartons, and 



106 




w 



m 



/ 



to the cross piece at the top is suspended 
a large bell. A bell made of cardboard and 
having a barrel hoop at the bottom and on 
the outside of the bell and the whole cov- 
ered with a carefully selected assortment 
of labels, will make a desirable feature. In 



the rest of the window harmonious effects 
in holiday decorations should be worked 
out. The plan for detailed layout of the 
window is conveyed by the drawing. Fresh 
fruits and fancy bottled goods help com- 
plete the scheme. 




107 



Showing a Window with a Santa Glaus 




This is a real Santa Claus Christmas win- 
dow, and enables the dealer in food prod- 
ucts to rival any toy dealer's display in the 
attractive display of goods for this holiday 
season. 

The idea in the illustration is the first 
Santa Claus Window of the season. It 
shows that happy old gentleman in his 
candy shop, surrounded by the "makings" 
and some of the other things which go with 
them. 

In short, he is the cook and stands be- 
tween two kettles of candy watching over 
the preparation of his supplies. 

Santa Claus may be built up by the use 
of a mask, some old clothes, a pair of 
boots, an apron, a cook's bonnet, and plenty 
of the common excelsior of commerce. The 
latter furnishes the interior of the gentle- 



man's anatomy. A wood frame to hold the 
figure erect will be found a wise expendi- 
ture of time and effort. 

The window gains the appearance of a 
shop by scattering goods about rather care- 
lessly. The main theme of the window is 
eatables, of course, but a few toys bor- 
rowed from the toy store will aid consid- 
erably. They ginger up the situation very 
materially and increase the attractive 
power for children as they pass. 

Across the top of the window is a pole 
from which hang festoons of holly and 
some of the long candy canes which delight 
the souls of the children. The goods shown 
chiefly in the display are candy, mincemeat, 
sugar, raisins, fruits, nuts, preserves; in 
fact, everything that is especially fitting in 
the Yuletide menu. 



Last Minute Suggestion for Christmas Feature 



As the pumpkin is symbolical of Hal- 
lowe'en and the Thanksgiving celebration, 
the Christmas tree cannot be supplanted as 
the star feature for the Christmas display, 
unless it be a reproduction of Santa Claus 
himself. This latter feature is frequently 
a difficult one for the grocer to procure or 
reproduce, and for that reason is used less 
frequently. 

The drawing on the next page conveys a 
good idea of a method of arrangement of 



the Christmas window, and it is attractive, 
easy of arrangement, and connects up 
closely the celebration with the eating part 
of the holiday program. 

First, construct the inclined plane. This 
extends diagonally across the window, and 
the rear end is elevated about three feet. 
This elevation will vary according to the 
length of the incline. Note that this incline 
is made of several short lengths of boards, 
each of which has one end on the floor and 



108 




the other resting on the board underneath. 
In this way the incline is given a "dip" 
which would not be possible with a single 
board. 

Now place the two small boxes in oppo- 
site corners of the window and place a 
small Christmas tree on each one. Cover 
floor of window with cotton batting, pulling 
it up over the incline to represent a snow- 
drift. Take a small packing box ; after fill- 
ing it with goods, place on the sled as 
shown. When placing the sled on the in- 
cline, start it at the top and allow it to 
slide down until it reaches the position 
shown. In this way the runner will make 



marks in the "snow," producing a more 
natural effect. 

Each of the trees is decorated with a 
number of tags of the Christmas variety, 
that is, having borders of holly or similar 
decorations. On these tags are shown the 
name and description of such articles as are 
featured at this season. 

In the sled made to appear coasting with 
its load of appetizing foods down a gentle 
incline are the articles in the real that the 
tags on the tree tell about. This plan can 
be worked out in greater detail if it is de- 
sired to use bright colored baby ribbons to 
connect the message on the tags with the 
actual goods in the sled. 



The Revolving Christmas Tree Feature 



During the holiday season the man who 
has something mechanical to show in his 
window has the advantage in attracting the 
Christmas trade. With no mechanical trains 
to exhibit, and while the windows, as a 
general thing, can be made live enough, 
it must be admitted that something moving 
in a window attracts more than anything 
else will. 



In the sketch shown on the next page a 
plan of arrangement of mechanical display 
is outlined. The plan is unique, because 
while of a mechanical nature, its principal 
object is to attract attention to the display 
of fine goods to be shown rather than de- 
tract interest from the display of goods for 
sale, as many other mechanical displays 
have been found to do. It must be remem- 



109 



bef ed that while the efforts at window deco- 
ration are principally to attract and please 
trade, the display is an advertisement that 
should show returns for the amount of 
time, and expenditure for decorations, put 
into it. 

A study of the sketch will reveal that the 
object of the device is to obtain a slow 
revolving motion for the display stands at 
each side of the window. The motive 
power shown in the two containers typifies 
slow action, which in this case is especially 
desirable. 

The following description and instruc- 
tions for placing will give the necessary 
information to get the desired results out 
of this inexpensive mechanical display, op- 
portune for introducing a Christmas dis- 
play, yet appropriate and adaptable for 



through which a small hole is bored to 
regulate the flow of sand. The size of this 
opening regulates the speed of the motor. 
The drum should have a lid for each end, 
so that when the sand has passed from one 
compartment to the other, the weight can 
be lifted out and the barrel reversed and 
the weight placed upon the sand again. It 
works on the same principle as an hour 
glass : however, care must be exercised in 
securing good, clear sand, thoroughly dry 
and free from lumps, otherwise the opening 
is apt to clog up and stop the display. 

Motor No. 2 shows a similar arrange- 
ment which will answer in moving a dis- 
play of this character. It is described as 
follows : A tank or barrel is filled with 
water in which floats a heavy wooden 
block. The water drains through a faucet 




displays at many other times during the 
year. 

A frame of wood of good heavy ma- 
terial is first made, in which is placed a 
shaft and a pulley (see Figs. 2; and 3). 
This shaft should rest in a disk marked 
Fig. 4. At the top of the shaft the plat- 
forms are built. Now a cord is run once 
around each wooden wheel at 3, and then 
over a small pulley at each end. A.t this 
point, both ends of the cord drop into the 
basement through a small hole bored 
through the window floor. One end of this 
rope is connected with a small weight (a 
light window-sash weight will answer) to 
hold it taut; the other end is connected 
to a heavy weight which rests on the 
motor. 

The sand motor can be made of a large 
coffee drum with a partition in the middle 



into the outlet or it can be led into another 
barrel and the water used again. The 
weight or block should be connected with 
the cord and floated in the barrel as illus- 
trated. As the water slowly drips out, the 
wood weight falls with it, drawing the cord 
and slowly turning the stands. 

In displaying merchandise with this 
scheme, the framework and mechanical ar- 
rangement should be hidden as much as 
possible by placing merchandise around the 
base of the stands and hiding as much as 
possible all moving parts. 

The two stands at each side of the 
window have enough display space for a 
complete trimming with the fancy groceries. 

A decorated Christmas tree is shown 
placed on the center stand, and this, to- 
gether with the two outer stands, revolves 



110 




slowly to the delight of the customers 
passing the store. 

This plan has many points in its favor. 
While elaborate in effect as a display fea- 
ture, it is not difficult of arrangement nor 
is it expensive in the matter of outlay for 
material. Its mechanism is such that, being 
of no delicate construction, it will not get 
out of order, and the device can be used 
many times with no added expense. 

The old custom of hanging the Christmas 
stocking at the fireplace furnishes a good 
idea for a Christmas window display. The 
fireplace as shown in this sketch is easily 
constructed of cartons with a white painted 
board running across the top to serve the 
purpose of a mantel. The tiled hearth con- 
sists of raisin or currant cartons, or com- 
bination of the two. The arch of the fire- 
place is made by placing cartons on a light 
board which has been bent to form the 
arch. 

In decorating the Christmas tree, many 
of the presents shown in the sketch can be 
represented by dummy packages wrapped 
and tied with ribbons, or package candy, 
which many grocers carry for the holiday 
trade, may be featured. If the store car- 
ries a general line, there will be no difficulty 
in getting enough articles to feature in con- 
nection with the tree. 

Two Christmas stockings, one at either 
side of the fireplace, are filled to overflow- 
ing with fruits, nuts, and toys, and at either 
side of the mantel is a wreath of holly. 



This constitutes the central feature of 
the window. The balance of the space is 
occupied by articles for the Christmas din- 
ner. On the right is a barrel of fine cran- 
berries lying on its side with the contents 
partly emptied on the floor. A card may 
be introduced showing the price. A few 
jars of jellies and preserves will also be 
effective. 

On the opposite side are cartons with 
window fronts, showing some tasty eating 
raisins. Little groups of fruit, candies, 
cakes, etc., are neatly arranged in various 
shapes about the floor. 

This window will make a beautiful eve- 
ning attraction by placing lights back of the 
red tissue paper in the fireplace, care always 
being taken to run no risks of fire. The 
tree is illuminated by small electric lights 
of various colors. 

Santa Claus is again the central figure 
in the next window arrangement. 

The huge wreath within which the figure 
stands is of holly and is tied with a large 
ribbon in a neat bow. If the holly is not 
to be had, evergreens will answer as a good 
substitute, and the bow at the top may be 
made of crepe paper. In the hands of 
Santa Claus is a streamer on which appears 
a "Merry Christmas" greeting. 

Candies, nuts, and fruits constitute the 
principal articles featured in the display. 
Across the front of the window are several 
large selected grapefruit. In the back- 



Ill 



ground are placed seasonable carton goods Goods used in the decoration must be fresh 



and dried fruits, bottles of olive oil, and 
other such items as play an important part 
in the Christmas dinner. 

Care should be taken that the window is 
absolutely clean for the Christmas display. 



and neat in appearance. The fruits espe- 
cially must be watched closely, and any but 
the best taken out immediately. The apples 
are well polished and present an appetizing 
appearance. 




In this window sketch comparatively lit- 
tle prominence is given to foods. Rather, 
emphasis is laid upon subjects that are in 
keeping with the season. 

Naturally old Santa Claus is again the 
central figure in the first cut display. He 
is the one great indispensable feature of the 
Christmas season. To represent this figure 
we have again called on the toy shop for 
a figure of the proper size. If a real Santa 
doll cannot be found it may be necessary 
to get a doll dressed for the occasion. 

The belfry is constructed of cartons as 
indicated in the sketch and the bell is 
admirably represented by a large-sized paper 
Christmas bell. 



In the right side of this window is a 
miniature Christmas church scene with the 
Winter trimmings, using cotton or other 
good substitutes for snow. This "snow" 
covers roof, ground, and hangs about on 
the pine trees. The church, if not obtain- 
able in the toy department, may be con- 
structed from cardboard with the windows 
and doors represented by ink drawings. 
The trees are from the toy department, or, 
better, branches of pines can be used. 

On the opposite side of the window are 
arranged nuts, oranges, raisins, and other 
seasonable goods that are bought for 
Christmas. 



112 



Building the Christmas Gross Window 




A large cross is built of light lumber, 
then covered with white puffed cheesecloth. 
This puffed cheesecloth may be obtained 
from dealers in window decorators' sup- 
plies already puffed and in certain widths, 
or with a little practice it may be puffed 
by hand very rapidly. The edge of the 
cross is bordered with a line of holly. 
The cross is erected in the center of 
the window a little bit forward from 
the background. Care should be taken to 
have the cross exactly vertical and braces 
may be used at the back to insure its re- 
maining so. Upon the floor of the window 
a semi-circle having been marked with 
chalk and string, the curved chalk line ex- 
tending from the rear left corner towards 
the front of the window and again back 



to the rear right corner, a line of small 
cannons is placed. These small cannons are 
made of canned goods. The wheels are 
large, round flat cans, and the cannon itself 
is represented by a long olive can. The 
olive cans rest upon small cartons which 
are placed beneath them and which are hid- 
den from view by the wheels, which are 
placed on either side. Small groups of car- 
ton goods are arranged on either side of 
the cross where also are placed U. S. flags, 
three on either side of the cross, the largest 
being nearest the cross, the general scheme 
being to represent the cannon defending the 
cross and the United States flag. The floor 
of the window is now covered with English 
walnuts and bordered with oranges. 



113 



A "Back to the Regular Fare" Window 




Here's a "HEALTH" window for an 
after-holiday trade stimulator. A getting 
back into the regular groove of every-day 
needs is the idea of this window, and it 
can be used to display a variety of your 
best goods. 

The pedestals in the four corners are 
arranged by using as a center an empty 
box around which the cartons or cans are 
placed. To produce the top stone or layer, 
take a quarter-inch board or heavy fiber 
board, if the goods to be placed on top are 
not too heavy. Cut this wood or fiber 
board to a size several inches wider and 
deeper than the outside of the crop of the 
pedestal and place on top with an even 
margin on all sides to permit the top layer 
to extend over from one and one-half to 
two inches. 

The entire window is laid along simple 
lines and is designed as a direct contrast 



both in the nature of goods offered as well 
as in arrangement with the holiday win- 
dows. 

The walk is laid out by means of making 
a border of cartons and cans. The walk 
itself is represented in no mean way by 
placing brown paper, preferably sugar 
paper, to imitate gravel or dirt. Green 
crepe paper for the plots hedged in by the 
cartons defining the walk can be used, or 
common tissue paper cut into fine strips and 
scattered around sufficiently to cover the 
floor of the window. 

A perspective must be made in the placing 
of the cartons laying out the walk, and at 
the farthest end of the walk a sunburst, 
easily made by fastening empty cartons to 
a wood barrel hoop cut in half and the 
hoop itself covered with paper, which may 
be lettered as shown in the drawing. 



114 



The Tower Window and How to Build It 




The tower window is laid out in fine 
curves and is designed to appeal on the 
strength of sheer attractiveness — its good 
looks. 

The tower occupies the center of the 
window and the exact center must be lo- 
cated. This point need not be in the center 
from front to back, but must be in the mid- 
dle of the window from right to left. 
When the exact spot has been located a 
small nail is driven partly into the floor. 

The measurements made from this center 
depend of course upon the size of the 
window to be trimmed. The nail driven 
into the center is to enable you to get the 
outline of the circles, to be formed by the 
displays, correct and true. By the aid of a 
piece of string fastened to the nail and a 
piece of chalk at the other end the curves 
are easily made and guide lines established. 



After these guide lines have been drawn, 
the nail in the center of the window is re- 
moved and the work of building the tower 
commenced. The height of the tower being 
governed by the height of the window no 
prescribed height need be given. To avoid 
in any case the necessity for too many car- 
tons or cans to form the base, an inverted 
butter tub or candy pail or even a box is 
used to build upon. 

A pail will be found to be more accepta- 
ble, as curves are the feature of the window 
and the corners of the box might cause 
some difficulty in rounding out the outer 
layer with cartons, cans, or bottles. 

The drawing shows how the pyramid is 
broken into at the front, making a pleasing 
interruption in the long lines of cartons that 
circle about the lone flag-bedecked bottle set 
at the apex of the tower. 



115 



A Decorative Window of Fancy Groceries 




This window plan has for its aim a purely 
decorative effect. The seasonable goods are 
called upon for this display and such bot- 
tled, carton, and tinned goods as Maras- 
chino Cherries, Hawaiian Sliced and 
Crushed Pineapple, Queen Olives, Imported 
Sardines, Tarragon or Malt Vinegars, 
Salad Dressing, Imported French Vegeta- 
bles and Canned Meats, etc. ; in fact, all 
that are seasonable, profitable, and "dis- 
playable," will help make this window at- 
tractive. 

In the back of the window, cartons can. 
be built up in masonry style and a vase of 
flowers set on the top center carton as well 
as on the cartons piled up in each of the 
corners. 

Fresh fruits can be introduced into this 
window. A double curved line of fruit 
and cans is intersected by a line of preserve 
jars. In the inner curves of the line a large 
carton is partly encircled with smaller ones 
and on top of the large carton is another 
smaller one which is topped off with a 
bottle of olive oil, salad dressing or Maras- 
chino cherries. 



A jar or can of apple butter or a can of 
sliced pineapple set at each forward corner 
of the window and fresh fruits are used as 
edging all around the window. 

The general attractiveness of this window 
depends to a great extent on the color 
effects brought out. This will not be found 
a difficult matter to arrange, as pleasing 
contrasts can be brought about by placing 
preserved fruits alongside of handsomely 
colored labeled cans or cartons. 

Bright red apples, deep red preserves, 
oranges, bright red Maraschino cherries, 
green creme de menthe cherries, yellow 
salad dressing, etc., will make possible 
excellent color schemes. 

That these must be harmoniously blended 
is a caution that is not out of place here. 
If it is not borne in mind, the whole ap- 
pearance of the window will be spoiled and 
all efforts and time put into it will count 
for naught. 

So let there be harmonious contrast. 



116 



Evaporated Fruit — Christmas Window 




Evaporated fruits, especially those which 
come in wooden boxes, such as apples, 
pears, peaches, prunes, apricots, dates, 
figs and raisins, may be used in the scheme 
represented herewith. The goods are 
very carefully removed from the boxes 
so that they remain in a solid cake, 
perfectly intact. The box from which the 
goods have been taken is now covered with 
white paper. The solid cube of evaporated 
fruit is now slipped onto the box, which 
has already been turned upside down. 
Lace paper is tacked around the edge of 



the box where the fruit meets the box. A 
line of boxes of this kind circles about the 
window from the left forward corner to 
the right forward corner. A smaller semi- 
circle made up of smaller boxes is arranged 
within the larger circle. The remaining 
floor space is now covered with English 
walnuts bordered with holly. Two small 
Christmas trees, one in each of the rear 
corners of the window, are decorated with 
oranges, apples and Christmas ornaments, 
and oranges are placed upon each box of 
dried fruit. 



117 



A Shelf Arrangement for "Stock Idea" 




The drawing herewith, outlining one 
simple window plan, is one of the kind that 
is good to keep in reserve. When there 
appears nothing appropriate for a display, 
when everything is of the sameness, use 
this layout. 

The arrangement is of the shelf variety 
and where rear and side partitions are in- 
stalled will carry a display of fancy goods 
to good advantage. Many merchants or 
their trimmers have found it very practical 
to arrange the sidewalls as well as the rear 
partitions in such a manner that the shelves 
can easily be slipped into place and as 
readily removed. Much is possible with a 
window of this style, and the drawing 
fairly depicts the effect that can be pro- 
duced. 

The man who has the windows in charge 
will do well to add to his "stock" the 
group of simple little shelves shown con- 
taining the displays. It is not always de- 
sirable to fasten the shelves to the window 
partitions or walls, so by a means of screw- 
eyes and pins to fit snugly into them the 
display fixtures are put in in a jiffy. There- 



fore this sort of window may well be re- 
garded as a stock window. The plan as 
well as the display stands are stock ideas, 
and make a card that can be kept for 
emergencies. The shelving should be well 
made, though not necessarily of a fancy 
finish. In most displays they will be cov- 
ered with clean manila paper, and the finish 
of the wood is immaterial. 

When the goods to be displayed are 
brought into the window, care should be 
taken to arrange the various articles taste- 
fully and the groups so placed that a 
pretty picture is created. Too frequently a 
window is spoiled by overcrowding. That's 
bad, because it throws the whole plan out 
of gear so far as appearances are con- 
cerned, and in the case of a window display 
appearances are everything. 

In placing the shelving, this same caution 
must be observed. Notice the happy dis- 
position of the groups of goods shown in 
the drawing. 

I r or a "stock idea" this fancy groceries 
window is a good card to have up your 
sleeve. 



118 



"Stepped and Pyramid" Display Window 




The window with a good special feature, 
wherein every effort at clever arrangement 
and attractiveness is concentrated on one 
item or class of items, is the strongest kind 
and more readily productive of good results 
than any other. 

Take any article in the store, and, if it 
has a whit of merit, a special feature of it 
in the window will go far towards putting 
it in the front row of popularity with your 
trade. 

Yet, as a window must be changed fre- 
quently, preferably at regular intervals, and 
special features are not always convenient 
to arrange, a purely decorative window is 
in order and the thing to use for a change. 

So this is a "decorative window plan." 
The principal points are the steplike ar- 
rangement of shelves on each side, the 
pyramid in the center, and again the swing- 
ing platforms are suspended from the 
ceiling. 



The usual caution should be observed 
with this decorative window. Don't pile it 
too full of goods. A crowded window kills 
the effect that the window itself is there to 
bring out. 

As the drawing will indicate, the center 
and support of the pyramid is built up of 
the larger cartons with a platform half 
way up on which some bottled goods can 
be shown. 

Leaning against the top of each side of 
this pile is a half-inch board covered with 
paper, forming two of the visible sides of 
the pyramid. On this cartons may be ar- 
ranged, as indicated, and the peak topped 
with a large container of some fancy pre- 
serves, jams, or apple-butter. 

A variation of this arrangement can be 
brought about by making a complete pyra- 
mid set square so as to show the front side 
or giving it a slight turn showing two sides 
toward the front. 



119 



The Brightest Window on the Street 




This window is laid out low and long 
on the ground, one of those "low, rakish 
craft" that are built to get there. This is 
an epicurean window. 

There are any number of people who 
will stand long and earnestly before a 
window that is arranged along appetizing 
lines, and what is more appetizing than a 
sparklingly clear display of high-grade gro- 
ceries? The basic principle of this window 
is neatness. 

Make it an immaculate display of some 
of each of the very finest, high-class gro- 
ceries in your stock. One exclusively of 
bottled goods would make a tasty window, 
although an assortment of fancy labeled 
canned and carton goods together with the 
bottles will bring out the desired effect. 



But — the bottles must glisten and the 
labels be spotless. Such of your flooring as 
is exposed must conform and be in perfect 
harmony with the rest of the window. So 
brighten that up first. 

Place a mirror on each end of your 
window, one about three feet high and 
extending from front to back. The rear 
wall of your window should also be mir- 
rored to the same height, although if not 
practical this feature can be omitted, but 
the end mirrors should by all means be in 
place as they will greatly enhance the ap- 
pearance and will improve the general effect. 

Now, altogether, let's brighten up. If 
the winter has been a long and hard one, 
begin by making the spring windows the 
brightest spot in grocerydom in your town. 




120 



The "Right of Way" to the Consumers' Trade 




STOP! LOOK! LISTEN! is the mes- 
sage of this window. This window is of 
such a nature that it will attract the pros- 
pective buyer and contains suggestions 
which will inspire a desire to buy. 

The above illustration suggests a rather 
unique idea for a window display. The 
locomotive is a cut-out and is mounted on 
a light frame and lettered by the show 
card writer. The vacant space below the 
word "Happiness" in the locomotive cut- 
out may be utilized by the individual win- 
dow trimmer as he sees fit. 

Spaghetti or macaroni cartons will serve 
the purpose of a railroad track or stick 
cinnamon in cartons may be used to good 
advantage at this season of the year and 
suitable ties may be constructed from the 
same material. The semaphore at the right 
of the track is constructed of canned goods. 
The arms are pasteboard cutouts and are 
attached as indicated. If necessary a thin 
narrow board placed at the back may be 
used to act as a support and each can 
fastened with light wire or colored twine. 
Around the base of the semaphore, melons, 



apples, or any other similar shaped fruit 
are arranged in the manner in which stones 
are usually arranged about the actual rail- 
road semaphore. The crossing signal at 
the opposite side of the track is similarly 
constructed. 

The roadbed may be represented by cof- 
fee and the fence at either side is made of 
carton and bottled goods, or canned goods 
will serve the purpose for fence posts and 
the intervening spaces serve as billboards 
on which appear announcements of such 
goods as are to be featured. The whistling 
post as shown in the sketch lends a certain 
realness to the picture. 

The smoke from the locomotive is a part 
of the cutout and is sketched in a grayish 
color. 

The window trimmer who has plenty of 
mechanical facilities at hand may so attach 
a small electric motor that the arms of the 
semaphore work alternately up and down 
by a pulley arrangement. This action in 
the window will be found to be a strong 
drawing card. 



121 



A Novel Quality Argument Window 




How accurately and convincingly will the 
articles in your store carry out the very 
definition of the word quality. That they 
are worth their weight in gold can be 
used as a basis for this display. 

Right here is an opportunity for a telling 
canned goods display and the "quality" 
theme is appropriate. 

For, as an expert opinion in the canned 
goods field puts it, "the canning factory 
places the vegetable garden, the fruit or- 
chard, and the berry field at the door of 
every household in the land," and prices in 
the store's line of goods will bear out this 
statement. 

In constructing the balance shown in the 
cut use a wooden beam and fasten it se- 
curely on the upright, as the argument to 
be conveyed is the fact that the articles 
that the foods on the "good" side of the 
scale are weighed in the balance and are 
not found wanting. A sufficient amount of 
goods must be shown in the pan. By 
fastening the beam rigidly in the center the 
amount of goods that you can balance 



against the gold is limited only by the size 
of the pan. 

"Good as Gold" should be the legend 
portrayed on the beam and brought out in 
as large letters as possible. 

The canned goods are to be placed on 
the "good" side of the scale and the gold 
on the side where this word appears on 
the beam. In place of nuggets a very sat- 
isfactory substitute will be found in the 
form of gilded rocks. These must be prop- 
erly gilded, otherwise much of the value of 
the display will be lost. 

The display in the drawing features car- 
ton and bottle goods. The quality window 
should bring out the fact that those goods 
are "as good as gold." Use as the basis for 
the pyramid in each corner a number two 
canned goods case covered with either 
white or colored paper and use the front 
of it as a display card. 

On one of these surfaces tell the cus- 
tomers that "the canneries bring into their 
kitchens during the winter months the vege- 
table garden they relish so much during 
the summer months." 



122 



A Revolving Display Shelf Feature 




This is rather a unique and attractive 
window feature as it is out of the run of 
ordinary displays. 

The design in the upper right-hand cor- 
ner shows the construction of the turn 
wheel. The power for turning this wheel 
can be supplied by a spring, electric or 
water motor. This wheel must be made so 
as to turn very slowly. To accomplish this 
you can regulate the speed by the size of 
the sprocket marked "A" ; the larger it is 
the slower the wheel will turn. Axle "B" 
turns with the sprocket and by so doing 
the power is distributed equally to both 
sides of the wheel. 



The shelves are made to hang level and 
in a horizontal position, no matter at what 
point in the revolution, as is shown in the 
construction of the wheel in the detailed 
design. 

The goods displayed are kept in their 
class as much as possible — that is, one shelf 
contains canned goods, another fruits, etc. 

If this plan is well executed, it will stop 
the busiest man in town long enough to see 
the line of goods displayed on the slowly 
moving shelves. 

Keep the display free from dust and the 
glass clean. 




123 



Panama Canal as a Window Feature 




The Panama Canal, being one of the 
greatest engineering feats of the age, is the 
talk of the world and furnishes an excel- 
lent suggestion for a window display. Al- 
though other interesting features of this 
subject may be used in the display, a lock 
of the canal in miniature is shown here 
with ships traveling in both directions. 

If the window is too large for using 
ordinary dripping pans for the water con- 
tainers, the nearest tinner will make at 
small expense two long, shallow pans which 
will hold water. The two should be of 
sufficient length to reach across the window 
in which the display is made. As will be 
noted in the sketch, one pan or section of 
the canal is placed on a higher level than 
the other, which furnishes the lock ap- 
pearance. 

In case the trimmer does not wish to go 
to the expense of having the water con- 
tainers made, mirrors will serve very nicely 
as water, although he may have some diffi- 
culty in securing mirrors of the proper 
length and width. 

About the lock tropical conditions pre- 
vail. The floor of the window is covered 



with sand depicting an uneven stretch of 
country dotted with imitation tropical vege- 
tation. Green paper cut to represent palm 
leaves and pasted to slender sticks or lead 
pencils make suitable palm trees. 

The train in the foreground is a feature 
which is optional with the individual trim- 
mer. However, it is a fact that the great 
artificial waterway is paralleled by a rail- 
road so that its presence is absolutely in 
keeping with the scene. The items needed 
for this part of the display, as well as the 
boats, can easily be procured. 

It will be remembered that the plans for 
the canal include fortifications. Soldiers 
with cannon stand guard over the lock from 
their lofty fort, constructed of cartons. 
American flags are much in evidence 
throughout the display. 

A touch of life, which will increase the 
interest in the window, can be had by stock- 
ing the canal with goldfish. The shallow- 
ness of the water containers permits of 
the fish to be seen easily from the sidewalk. 



124 



The "Locomotive in the Window" Feature 



[U5T ARRIVED 

FR.6S.H SUPPLY 



^CO 





Here is a variation and an adaptation to 
the grocery window of the old locomotive 
display feature which won comment and 
pulled business for the hardware man who 
first adopted the plan a good many years 
ago. 

The drawing represents the locomotive 
emerging from a tunnel. The idea is, of 
course, to construct the feature as nearly 
as possible out of materials made up of 
grocery items. Lack of a proper food con- 
tainer of the proportions of the boiler of 
the engine will probably necessitate the 
use of a length of stovepipe properly cov- 
ered, for that portion of the feature. 

Heavy cardboard bent to conform to the 
shape of the boiler will answer. The 
smokestack, if made to resemble the pres- 
ent heavy type of high-power locomotive 
with the short smokestack, can be repro- 
duced by a squat can and capped with a 
can with sloping sides such as contain 
potted chicken, plum pudding, etc. 

A bunch of mineral wool shaped into the 
proper form to resemble smoke is glued 
to the top of the can. The wool may be 
reinforced with fine wire to make it stand 
erect. The bell, safety valve, etc., can also 
be worked out by means of smaller cans 
and cartons or fashioned out of cardboard. 

In order to make the entire feature 



rigid, a half-inch board cut to the desired 
width and long enough to support the loco- 
motive boiler, cab, and tender, is used. 
The cab is made of cartons and here as 
usual dummies are desirable because of 
greater convenience in placing. Then, too, 
they can more readily be glued together. 

The wheels of the locomotive and tender 
are made of can lids. For the drive-wheels, 
lids from friction-top cans will reproduce 
to best effect the flanged wheel. For the 
smaller wheels, the same kind of lids are 
used. Difficulty may be experienced in se- 
curing a lid small enough, but those used 
on sample cans of some products packed in 
friction-top tins, if procurable, will fill the 
bill satisfactorily. 

Placed in front of the smokestack is 
the usual headlight, which may also be a 
combination of carton and can lid. A 
small incandescent light borrowed from the 
Christmas tree outfit, placed so as to light 
the track after dark, will make the display 
effective at night. 

The arch method of placing cartons is 
used for making the tunnel which backs 
up against the side of the window. Flat 
cartons for the ties and macaroni or spa- 
ghetti cartons for the tracks ought to help 
make the grocery "flyer" realistic. 



125 



A "Start to Finish" Summer Window 




™ 



Z 



S 



Here is a pastoral idea for a window 
that present weather conditions will help 
to make a success. 

The plan, in brief, is to show in the win- 
dow the different stages of flour from 
start to finish. From the growing wheat 
to the milled grain in sacks, cartons, and 
barrels is the theme of the display. It is 
one of those irrigated farms, the rapid 
development of which will be apparent to 
every passer-by. 

At the front of the window, the plan in 
the drawing provides for a small farm 
where wheat has been sown. The farm 
buildings are shown in the background of 
the field of growing wheat and at the rear 
and sides of the window a display of the 
store's flour in the different packages is 
arranged. 

A galvanized tray to hold the wheat field 
will be found to answer the requirements to 
best advantage, although a box constructed 
of wood will answer if made as near 
water-tight as possible. The real thing in 
soil, rich black loam, for this indoor irri- 
gated farm is necessary for good results. 
This crop must be an early one, and the 
wheat sown thickly to produce required 



results, and then when the crop shoots 
commence to show, there must be plenty 
of them. Fence the whole farm in as 
shown in the drawing and place along the 
fence at the rear a series of twigs that 
have a heavy foliage in a manner to repre- 
sent a hedge and the scenic effect is com- 
plete. 

The display of wheat goods to be shown 
in this window need not necessarily be 
confined to flour, but breakfast foods hav- 
ing wheat as a basis can be brought in to 
good advantage. 

This is one of that kind of displays that 
is apt to tax the skill of the man trimming 
the window, and make him feel inclined to 
pass it up because of the apparent invest- 
ment of labor necessary to secure the 
proper effect. 

That's a mistake. If prepared . with a 
determination to go the other fellow one 
better or to beat the store's own record for 
advertising effect and business-bringing 
windows, it will pay big because it is bound 
to create that favorable comment that is 
hard to gauge as to value in dollars and 
cents for the store producing it. 



126 



Now Hail to the JuneJBride! 




Here is an opportunity to please the 
community and effectively to attract the 
attention of the women who later will 
buy for a new household in the com- 
munity. The display may be used either in 
the window with the high background or 
in the window without a background. In 
either event, the central unit and the dis- 
play is the same. Only the background 
treatment changes. 

The two hearts and the arrow may be 
painted on a large piece of wall board, or 
individually cut from wall board. The prep- 
aration of such material is not difficult. 
The smaller hearts may be cut from tissue 



paper and mounted on the background as 
shown. Once the central unit is prepared, 
the displays are not difficult. Bottled goods 
placed on platforms, and cartons, so ar- 
ranged as to bear the weight of the central 
units, are provided. In the center of the 
window, on the floor, is arranged another 
small heart, outlined with fruit, the center 
either being white tissue paper or salt. 
Variations in the display, to call particular 
attention on successive days during two 
weeks of this display, may be made to dis- 
play merchandise which will be bought 
shortly by the June bride. 




127 



A Fancy Goods Window with a Feature to It 




"Let us chute a barrel of apples into 
your cellar." 

The meat in this story, the life of the 
window, is in this display brought in in 
a simple but effective manner. It is one 
thing to arrange an attractive window, one 
that has architectural beauty and pulls on 
the strength of that attractiveness alone, 
and quite another thing to bring real life 
into it by a happy phrase, illustrated. 

The latter effect has been accomplished 
in the sketch shown herewith. It is the 
means of securing for a tasty window dis- 
play a real stimulus, a pulling power that 
all window trimmers strive for. 

The window arrangement again demon- 
strates the value of that space known in 
advertising as "white" space. The display 
does not take up every square inch of the 
window. The display of carton, bottled 
and canned goods is arranged in such a 
manner as to form an index to what the 
store contains, and that is exactly what a 
window should do except in such cases 
where an entire supply of some item is to 
be run out at a special price. In the case 
of fresh vegetables an exception to that 
rule is also established. 

But for fancy goods an appeal by sugges- 
tion must be made, and the window shown 



on this page is of that type. It has the 
added feature already referred to. This 
feature is simply a barrel of select apples 
placed in the window in a position resem- 
bling a cannon or mortar, out of which the 
apples are brought into the window by 
means of a chute pouring out the fancy 
fruit in a highly attractive manner. 

The construction of this feature is sim- 
ple and one which will work in with prac- 
tically any display or arrangement. The 
tilted barrel rests partly upon an axis which 
has the appearance from the front of the 
window of being supported by the piles of 
cartons at either side. The axis so used is 
simply made of two pieces of wood, for 
which a broom handle is especially adapted. 
Because of the weight resting upon this 
axis it will be necessary to erect behind 
the cartons displayed at the front two 
wooden supports fastened to the floor, per- 
mitting the axis to extend beyond the car- 
tons, as shown in the drawing. 

At the bottom of the barrel a wooden 
box should be placed, which can be hidden 
also by cartons at the front. The rest is 
easy. A wall of cartons and bottles extend 
around the outer circumference of the win- 
dow and small cans of fancy goods help 
out the general effect. 



128 



A "Fountain Head of Groceries" Plan 




The fountain is "the feature" in this plan 
and a few carton and bulk goods can be 
used to help, fill out the picture to connect 
the fountain with the grocery store. 

The completeness of the picture depends 
of course on the amount of effort put into 
the display. One method is to use a cir- 
cular pan of one-foot depth and three-foot 
diameter filled with water. This pan re- 
quires only a small outlay and the water is 
necessary for the manner in which the 
fountain is arranged. 

Whether water or glass is used in the 
basin, the construction of the balance of 
the fountain is arranged in practically the 
same manner. If water is eliminated en- 
tirely, the center is built up with empty 
boxes reaching up to within a foot of the 
fountain head, and these boxes are built 
-around with such groceries as will best 
bring out the desired effect of a fountain. 



Small sacks are adaptable in many places 
where cartons or cans will not answer. 

To create the effect of the spray of water, 
as shown in the drawing, a brass garden 
sprinkler can be used, and this is fastened 
to the end of a piece of gas pipe, which 
is inserted in a flat piece of wood to hold 
it firmly in an upright position. 

To form the curves in the spray of 
water, wire is used and inserted in the 
holes of the sprinkler and bent, each to the 
proper drop. At intervals of an inch or 
an inch and a half pop-corn is fastened to 
the wire to represent the drops or sprays, 
and as the distance from the fountain in- 
creases the grains should be placed grad- 
ually farther apart. 

After the bend has been described, thread 
should be fastened to the end of the wires 
for the drop and the same method of rep- 
resentation of water followed as with the 
wire. 



129 



"A Look Around Our Window" Arrangement 




Here is a window feature that will at- 
tract the curious and satisfy their curiosity. 
It is a mechanical window without the usual 
difficulty of arranging a window of that 
kind. 

The plan is to show the gazer peering 
into either one of the openings at the sides 
of the window, the picture of the man, 
woman or child looking into the other 
opening. The "machinery" is hidden by a 
carefully arranged display of carton, bot- 
tled or canned goods in the center. This 
display occupies the window with only 
enough space at the side and rear to permit 
the tube to run from the opening at one 
side of front of the window to the rear of 
the window and then towards the front of 
the other opening. 

The openings shown in the drawing are 
made of heavy cardboard, or even heavy 
paper will answer the purpose. In these 
circular pieces are cut either round or 
square openings. 

The construction of the mechanical fea- 
ture of the scheme is simple and the plan 
for arranging it consists primarily of the 
following points: From each of the two 
front openings a square tube twelve inches 



wide, or lengths of furnace pipe, extend to 
the rear of the window; a turn at right 
angles here, and then a tube of the same 
dimensions connects the two tubes extend- 
ing from the opening squares at the front 
of the window. 

These tubes may be made of the lightest 
sort of material, such as fibre board, and 
only of sufficient strength to hold together 
unless the feature is to be used from time 
to time. This tube should be light proof. 

At each of the two rear turns is placed 
a mirror. These mirrors must first be of 
sufficient size and then clean. If set in at 
angles of forty-five degrees and the for- 
ward tubes on each side are at right angles 
with the rear tube the plan should work 
admirably. 

The base of each of the tubes must be 
absolutely level, and it is as important that 
this be observed as it is that the tubes 
connect at right angles, the mirrors be 
placed at forty-five degrees and large 
enough to carry the image from one side 
to the other. A "square" and a "level" 
will come in handy in the construction of 
this feature to produce the desired result. 



130 



Novel Feature for an Olive Arrangement 




There is no doubt that the unique win- 
dow attracts the passers-by. Granted, then, 
that such is the case, the next question is 
to contrive a feature that is unique, yet 
easy to prepare. 

Here is a suggestion for an olive win- 
dow. Efforts to increase olive sales in 
bottles or bulk are well worth all they cost, 
and the display plan in the drawing is a 
good one. 

The feature in the window is an easily 
constructed spider-web. White cotton 
clothesline for the four strands crossing at 
the center, and light cord or wire for the 
other threads in the web, are the materials 
required for the feature in this window. 
Then fastened firmly to the center is a 
bottle of your fanciest in olives. 

The method of preparing the web will 
suggest itself by the drawing. The web 
should be built into the space it is to oc- 
cupy, rather than put there after having 
been made for the space. Take your white 
cotton clothesline and run a length from 
the lower left-hand corner to the upper 
right-hand. Do the same from the other 
lower corner. Then one up and down, 
and one from right to left across the cen- 
ter. Tie them firmly together at the point 
of crossing. Pull these main strands taut. 



The connecting threads of the web are 
then ready to weave into the main strand. 
Stove wire will do for this, and no tying 
onto the clothesline will be found to be nec- 
essary. Start on any one of the heavy 
strands, and by giving one or two turns 
firmly around the line, so that it is gripped 
tightly, the web is easily woven. 

It will be necessary to give the proper 
curves to the wire, as shown in the draw- 
ing. This should, of course, be done as 
the wire is stretched from strand to strand 
and the curve of each parallel strand of 
wire followed. White paint should also be 
applied to match the white line and cord. 

The article displayed in the window is 
named in a unique placing of the bottles 
to spell the word OLIVES. The graduat- 
ing sized bottles in which the olives come 
packed will make the following of the sug- 
gestion in the drawing also an easy mat- 
ter. Use your little ten-centers at the 
front. Make the graduation towards the 
rear as gradual as your assortment of sizes 
will permit. The effect will be even better 
if colored ribbon is wound around each 
neck from bottle to bottle and then back 
on the other side so as to make a double 
line for each letter. 



131 



Easter Display Adorns Illuminated Window 




When Easter approaches it offers the 
chance to dress the window in a way to 
stop the passing parade of prospective 
customers. Suffice it to say that Easter 
is a time when special attention is paid 
to an attractive display, and, with the 
material, both useful and ornamental, we 
should capitalize our sales with the public 
interest on this occasion. 

The main feature of this window is a 
group of three lighted candles at the rear 
of the window. Genuine large wax can- 
dles may be used, or candles may be made 
by rolling up white cardboard over a cur- 
tain rod, gluing the edges and wrapping it 
with cord, which is to be left on until the 
glue sets, when it may be removed and the 
curtain rod slipped out. When these are 
so placed in the window that the crease in 
the paper is towards the back of the win- 
dow the effect will be very good. 

Candlesticks may be built by sawing 
square blocks from two-inch lumber. The 
largest block, ten to twelve inches square, 
rests upon the floor. On top of this an- 
other square block is placed whose dimen- 
sions are a couple of inches less, until four 



blocks are piled up, forming a sort of 
truncated pyramid, which steps in one inch 
at each joint. 

A hole is drilled in the top block suffi- 
cient to comfortably take in the candle. A 
hole is bored through the four blocks at 
the center large enough to allow a porce- 
lain insulator to be slipped through which 
electric wires are run to a small electric 
light, of say, 110 voltage, which is placed 
at the top of the candle. 

A section of the curtain rod upon which 
the cardboard was originally wrapped is 
glued in place at the top of the candle and 
sawed off diagonally, a hole being bored 
through the center for the attachment of 
the small electric light. 

Two other block bases similarly con- 
structed, but of a larger size and covered 
with white paper, are placed on either side 
of the window on which rests a flower pot 
covered with white paper and containing 
an Easter lily in full bloom. The floor of 
this window is then practically paved with 
eggs, care being taken to slant all the eggs 
exactly the same. 



132 



Reproducing Fire and Flames Effect 




This is a hot display that has for its 
principal feature a fire effect. 

As a Fourth of July window arrange- 
ment the connection is almost immediate 
as it suggests to the average person one 
of the means of celebrating that day de- 
spite the fact that the safe and sane idea 
is gaining greater favor. 

The preparation of the window requires, 
first, that the sides and rear be covered 
with black cloth. Against this background 
is to be produced a series of flames which 
can be constructed by means of electric 
fans, a few strands of wire, and then strips 
of cloth to represent the tongues of flame. 

The best way to reproduce this effect is 
as follows : In the drawing is shown a 
display of goods at each side and rear of 
the window; and while the variety or class 
of goods may be changed, it is evident that 
the layout, so far as the placing of the 
merchandise is concerned, must be followed 
to make the flame effect possible. 

The displays of goods should be placed 
only as far away from the sides and rear 
of the window as will be necessary to per- 
mit the stringing of two or three wires at 



the back of the displays. To these wires 
are fastened strips of tissue paper cut in 
the shape of tongues of flame of different 
widths and lengths. These strips should 
be of a very bright red flame color, and to 
give them an added resemblance to a tongue 
of fire the bottom of each tongue should be 
given a touch of yellow at the bottom. To 
copy the effect of real flames to the best 
possible advantage, however, strips of silk 
should be employed instead of tissue paper. 
These will lend themselves admirably to 
the purpose and can be colored by means of 
water colors in a manner that will, if the 
proper care in placing the electric fans be 
observed, be a very lifelike imitation of 
dancing flames. 

To bring the red glare of fire against 
the background of the window as well as 
on the flames themselves, several red elec- 
tric light bulbs should be laid on the floor 
of the window behind the displays and 
directly below the strands of wires to which 
are fastened the imitation flames. A 
realistic glow will be given the entire dis- 
play. 



133 



a 



Our Brands Given the Decision" Feature 



A FIGHT FOR. PURITV 

OUR. BRANDS HAVEL WITH- 
STOOD ALL OTHERS . 



ANOTHtK. VICTOA.V 

(\ntr>i vou put up YtioK 

M».»*V AJ« r«MMlJ 

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At first glance possibly the picture will 
convey the thought that the main feature 
therein is difficult of arrangement. Just 
a little bit, yes. But, spring it on Main 
street, or Front street, or Park square, and 
stand back and see the result of your 
endeavors. 

A new, bright and clean flour sack of 
your best brand of flour — better make it a 
ninety-eight — is the body and head of the 
heavyweight. To make this stand on two 
legs is the thing that looks to be the thing 
that's next to impossible to do. It isn't 
though, as you will see. 

The flour sack should not contain flour, 
for it is not necessary nor convenient. 
Empty it. Take 2 two by fours and in- 
sert them at the bottom of the sacks. 
Inside of the body these two strips should 
be firmly fastened together in possibly two 
places. 

The pieces used in fastening the legs 
together should extend up nearly to the 
edge of the inside of the sack after the 
latter is refilled to give the body firmness 
when made to stand. 

After the bag has been made leak-proof 
at the openings made where the legs enter 
the body, which can best be brought about 



by "skinning" the bag inside out clear 
down to where the legs enter and tacking 
the bag firmly to the legs, refill it solid 
with sawdust and smooth down the bumps, 
as it must not lose the appearance of a bag 
of flour. 

The arms are made of strong wooden 
supports, to which are fastened threes or 
fives in salt sacks, also refilled with a 
lighter material than salt, preferably saw- 
dust. 

For the finishing touches of the fighter 
put a pair of shoes on his feet As it is 
necessary to secure absolute rigidity the 
projections representing the feet should be 
fastened to the platform. 

Add the finishing touches by attaching a 
pair of boxing gloves and painting a face 
at the top of the sack and your victor is 
ready for business. 

The lad on the floor representing the 
brand or line that has been knocked out, as 
a result of "poor condition" is floored, is 
easier of arrangement. 

His pins have given way, so for that 
reason need support him no longer. The 
figure can be constructed entirely of sacks 
for body, the inside cotton sack of a bag 
of sugar is the thing. 



134 



The Rebus Window Message Will Appeal 




More than one merchant has tried the 
candle-burning window contest, the dish 
of beans, and even the bottle full of pen- 
nies. Guesses were free and the features 
proved of interest to the store's patrons. 

For the sake of variety a rebus window 
ought to stir up some comments for the 
store giving the window space over to it. 
As in the case of the guessing contests 
mentioned above, the latter will prove easy 
to arrange, yet it has been tried less fre- 
quently than either of the other kinds, it 
will prove valuable advertising. The draw- 
ing will show the details of arrangement 
and the general layout, which in itself is 
simple. 

To get the best results, the entire re- 
bus should be mounted on either one piece 
of cardboard or on a board. With a 
white background the letters and objects 
shown on the surface of this announce- 
ment the rebus can easily be seen and 
studied. In the drawing the sign is shown 
extending to the floor of the window with 
but a limited quantity of goods displayed 
on the floor. The effect of the feature 
can be considerably increased if the sign 



containing the mysterious lettering and 
objects is placed more on the line of vision, 
thus giving a better opportunity to show 
a display of groceries in connection. 

The translation of the rebus in itself 
makes a complete sentence and has a mean- 
ing, but it will be noted that the last few 
words are arranged in a manner per- 
mitting the addition of pertinent reference 
to the article that it is desirable to push. 
The display then, also laid in a manner 
that will make a direct connection with 
the rebus, will create altogether a mighty 
strong piece of advertising at practically 
no cost. 

The rebus as shown in the drawing when 
correctly solved reads : 

"WE SELL RELIABLE LINES OF 
FANCY AND STAPLE GROCERIES, 
AND YOU CANNOT BEAT OUR FIG- 
URES OR MATCH OUR GOODS. LET 
US OPEN YOUR EYES." 

When to this is added direct reference 
to some special article of which the win- 
dow displayed is composed, the effect is 
excellent. 



135 



A "Paris Hat" Idea as a Window Topic 




There is a place for humor — even in 
the grocery business — and here's an op- 
portunity to prove it. 

This "Paris hat" window requires no 
milliner to arrange it. The basis is a 
bushel basket — the common, ordinary basket 
of commerce. The trimmings consist of 
one red cabbage, or green if the red va- 
riety is not available ; a small bundle of 
wheat or oats which the farmer will do- 
nate ; a few strips of tissue paper that 
the ten-cent store next door will furnish, 
and any other decorations that chance to 
be handy. All the rest is easy, for it 
merely calls for the use of cartons and 
goods shown in the store. 

Of course there is call for all sorts of 
ingenuity, and if a few bunches of rad- 
ishes or onions, a squash or two are added, 
it only will heighten the effect. 



First build up the cartons as indicated, 
choosing colors that will blend with the 
colors on the hat, if possible. Then put 
the millinery creation on the cartons, as 
shown in the sketch. The plan calls for 
a band of small cartons to take the place 
of the ordinary band about the hat, but 
tissue paper may be used if this con- 
struction looks too difficult. The cabbage, 
the corn and wheat are fastened to the 
basket, and if the trimmer desires to take 
a little more pains, it might be well to 
paint the basket in the prevailing hat shades 
of the locality. 

Then use the sign as shown. Vary it 
if desired. Say: "Paris has Nothing on 
— ." "Millinery for Fall will Be Modest 
in Type." "No, madam, this Paris Crea- 
tion is NOT for Sale, but the Goods Are." 

It will set people to talking. 



136 



Display Suggests School Lunch Material 




When it is nearly time for schools to 
open for the Fall term, a simple and in- 
teresting display featuring goods suitable 
for school lunches or school supplies is 
especially appropriate. 

Such edibles as are put up in cartons 
as wafers, crackers, cakes and cookies can 
be used in the display, and preserved fruits, 
jellies, and jams, as well as pickles, are 
much in demand by school children. 

Canned meats and cold boiled ham are 
timely suggestions for those who have 
lunches to prepare. Also work in some 
of those profitable specialties. 

All these commodities work into a 
design which center about the familiar 
nursery rhyme of Mary and her lamb. 
The school house is not difficult to find, 
but one can be easily constructed from 
cardboard and the windows and doors 



indicated by pen and ink. Mary and the 
lamb are borrowed from the toy shop. 
The trees can be secured from the same 
source. 

The rhyme in the background is op- 
tional with the window trimmer ; how- 
ever, it is easily made and adds a certain 
definiteness to the display. The other card 
at the right serves the purpose of a sug- 
gestion that goods bought at this partic- 
ular store make the preparing of lunches 
easy, and is a very important feature of 
the display. 

This window will attract the children 
especially, but it is surprising what a num- 
ber of grown people will be attracted by 
the same simple display, not to mention 
those whose attention is called to it by the 
children. 



137 



A Series of Nursery Rhyme Windows 



Pr 




mitiTinl <&* EMI 



z 



Although at such seasons of the year 
when there are plenty of fresh fruits and 
vegetables to put in the grocery window, 
there are times when following such a 
course is not advisable. Or the fruit and 
vegetable window may have already been 
provided for. 

To fit cases such as these the window 
plan in the sketch is shown. The idea 
is taken from the mythical Robinson 
Crusoe story, and while the picture will 
prove especially attractive to children it 
is surprising to note how many "grown- 
ups" will be attracted by the same display. 
"Friday" is also brought into the scene. 
His master is robed in the famous "coat 
of an old nanny goat" and the sign over 
his head is arranged so that Mr. Crusoe's 
picture word, spelling and drawing "My 
Goat" in one operation, is shown. 

The scene is a tropical one in accord- 
ance with the story and depicts the hero 
together with his companion in the middle 
of an isolated island. 

There are two ways in which the island 



can be represented. The water may be 
placed in a tank in the window with a 
quantity of sand in the center, making a 
real island, or a large mirror laid flat in 
the window may be made to play the part 
of the water, while a dark, irregular piece 
of cloth will answer the purpose of the 
island. 

The two figures, of course, will come 
from the toy table of the novelty store. 
The hut can be easily made from moss 
or a piece of cloth and the palm trees 
consist of leaves cut from green paper 
glued to slender sticks of the proper length. 
The canoe, if not found at the toy shop, 
can be whittled from a chip of wood 
or made of cardboard. The chest is rep- 
resented by a small block of wood marked 
to appear like a trunk. 

Around the picture proper and acting 
as a border, cartons containing such food 
as are especially appropriate at this time 
of year are arranged. A breakfast food 
sale can be featured very nicely by using 
the cartons for the outline of this window. 



138 



The Jack and Jill Episode Reproduced 



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Here is a window that is simple of 
construction and one that will amuse and 
interest the passer-by. The general idea 
is based on the same principle that can 
be used as the foundation for a series 
of nursery rhyme displays. This one de- 
picts the experience of the nursery fa- 
vorites, Jack and Jill. 

A mount of sand is first placed in the 
window or if the window dresser has at 
his command several bags of rice, these 
may be emptied over a false base for the 
hill. This gives the display a larger ap- 
pearance. At the top of the "hill" is an 
old-fashioned open well which may ^ be 
crudely constructed from such materials 
as are readily obtainable about the grocery 
store. The figures are represented by two 
large sized dolls dressed for the occasion. 
The small water bucket will be found in 
the toy department, if yours is a general 
store, or at the toy store. Note the posi- 
tions of the figures: Jack in a complete 
"header," and Jill standing back in sur- 
prise. 

This is the stage setting. The two dolls 
are the actors; the wings and scenery 
are made of merchandise taken from the 
grocery stock and consist in a large degree 
of carton goods, such as raisins and other 
dried fruits in cartons, or breakfast foods. 
Bottled goods, such as jellies, Jams, or 
preserves, may be featured in an arrange- 
ment as indicated in the sketch. 



On the wall back of the display ap- 
pears the t familiar jingle which adds a 
certain finish to the window. 

The window plan shown on next page 
is based on a familiar old nursery rhyme. 
The sad adventure of Old Mother Hubbard 
is forcibly pictured in this window design. 
She has just left her easy chair in the 
corner and has arrived in front of the 
cupboard. She is made to show great 
surprise at finding the cupboard bare, as 
is shown by her startled position, while 
the dog appears disappointed at the slim 
prospects of getting a meal. 

The construction of this display is simple. 
The old woman is a large-sized doll in 
disguise. She wears an old-style bonnet, 
a black dress with a white apron and 
collar. The chair is in proper propor- 
tion, being the common, ordinary doll chair. 
The toy dog is easily obtainable. 

The cupboard is constructed _ of car- 
tons as shown here, the shelving being 
made with the aid of thin boards. Any 
long, flat style carton will answer the 
purpose. 

On the top of this improvised cupboard 
are arranged a few jellies and jams. Run- 
ning around the wall of the window are 
cartons of such goods as it is wished to 
feature in the display and to give the win- 
dow a finished appearance a few jars of 
jellies, jams, or preserves surmount the 
cartons. 



139 




Peter and His Pumpkin Offer Possibilities 

Another good nursery rhyme subject The scandal is so realistic in the picture 

about which an interesting" as well as at- that but few can resist the temptation 

tractive exhibit may be arranged is that to stop long enough to make at least a 

of the marital affairs of the children's cursory examination of the display. Once 

old favorite, Peter, the pumpkin eater. the window trimmer has succeeded in at- 





140 



tracting the attention of the consumer, he 
has taken a long step in the direction of 
securing his trade. 

This window is an exceedingly easy one 
to build ; however, it can be made none the 
less effective. 

The "house" consists literally of a pump- 
kin shell, the center of which has been 
taken out through a hole cut in the bottom, 
or one cut in the side opposite the door. 
As soon as this operation has been com- 
pleted, the piece removed is replaced. The 
door and window are cut in the shell at 
the proper places. The window may be 
simply indicated on the shell by making 
the outline with a knife and scraping away 
the outer portion of the shell, or cut 
through as is the door. 

At one side is the stovepipe, constructed 
of two pieces of heavy paper so cut that 



when rolled and glued together they form 
the elbow as indicated in the reproduction. 
The flag surmounting the house is entirely 
optional with the trimmer. A light bulb 
should be placed in the pumpkin. 

It will be noted that the door is not 
constructed on a level with the floor, but 
is slightly raised, providing for a few steps. 
Around the base of the house small car- 
tons are arranged covering up the un- 
sightliness and at the same time giving a 
staple appearance to the house. 

In the corners and forming a sort of 
background are cartons or canned foods, 
or any other articles which are to be 
featured in connection with the display. 

On the wall in the background appears 
the nursery rhyme which will make the 
meaning of the display apparent at a 
glance. 



Another Novelty Feature and How to Make It Work 




This nursery rhyme window offers a 
suggestion which permits of some action 
in the window and a display not too dif- 
ferent from those in the toy shop windows 
which will prove especially attractive to 
the children and equally interesting to the 
grown-ups. 

The subject, as is apparent, is that of the 
athletic cow of which we have all heard, 
as children, and her wonderful jumping 
propensities. This marvelous feat is per- 
formed not once but several times every 
minute through mechanical ability of the 



trimmer, aided by a water motor or the 
spring motor referred to previously. 

The diagram in the upper right-hand 
corner of the design gives an idea of how 
the feat is accomplished. The moon is 
similar to the hub of a wheel except that 
it does not revolve. To a wheel connected 
with the motor is attached a rod to which, 
in turn, has been fastened a heavy paste- 
board cut-out of a cow. A few ink lines, 
as shown in the sketch, add a "realness" 
to the animal. 

The display of cartons in the window 
(Continued on page 144) 



141 



A "Close to Nature" Picnic Goods Setting 




ICZII 



Here is a "close to nature" window 
trimming suggestion. 

With the warm weather the call of the 
wild will cause many a flight into the 
country and the picnic season has already 
begun in some sections of the country. 
The plan of arrangement is to suggest the 
season of the year, spring, with the demand 
in eatables that will come with the en- 
suing hot weather and its picnics and ex- 
cursions. 

The cut shows a landscape at the back 



of the window, which may be used where 
a high backed window is installed and the 
picture produced by using some picture of 
similar nature. If no such picture is avail- 
able a rough sketch on sized muslin by 
the sign painter, even though it is not 
highly artistic, will answer the purpose if 
the other details are worked out in con- 
nection. The sketch so made can be used 
many times, as with a change of the^ sur- 
roundings it can often be brought in to 
good advantage. 




142 



Chick Window Display for Easter Season 




Easter is a season which should receive 
especial note in the way of a fitting dis- 
play. This event offers material in the 
way of Easter goods which are decora- 
tive to the display and at the same time 
of sales value. The chicks, eggs and other 
produce are Easter symbols and likewise 
a good advertisement for selling the same. 
Popular products that are timely complete 
a well constructed display that should pro- 
vide a real attraction just before Easter. 

Two continuous shelves are built around 
the three sides of this Easter window'. The 
lower shelf is about 12 inches from the 
floor and the upper shelf 24 inches from 
the floor. White cheese-cloth is tacked 
along the edge of the shelves and gathered 
in below to the wall, where it is fastened 
with small tacks. 

In the center of the window is a large 
nest made of straw and filled with fuzzy 
chicks, which are sold everywhere around 



Easter-time. Scattered in among the chicks 
are large egg shells. 

At either end of the window is a row 
of cans of baked beans, each can set 
vertically with a horizontal can resting 
on it. A semi-circle of baked bean cans 
encircles the nest, and scattered between 
these are bottles of catsup, cans of tuna, 
sardines, oysters, etc. Several rabbits are 
placed near the foreground. 

On the first shelf is a row of carton 
goods made up of a selection of break- 
fast foods. On the upper shelf is a row 
of canned goods running around the three 
sides of the window, with cans placed upon 
these alternately, one vertical and one 
horizontal. 

Upon each vertical can a yellow chick is 
placed, all chicks to face the center. As- 
paragus, olives and salmon are used in 
building up the arrangement on the upper 
shelf. 



143 



Another Novelty Feature and How to Make It Work 



(Concluded f 

is so arranged that only the upper half 
of the revolution is visible from the front 
of the window. If a cat and dog of the 
proper appearance cannot be secured in 
the toy department, cut-outs are easily 
made which serve the purpose very nicely. 
The dish and the spoon are also repre- 
sented by cut-outs, or by using the originals, 
pen and ink lines furnishing the facial 
appearance. 



rom page 141) 

It will be noted that the display is 
elevated from the floor of the window. 
This permits of the cow revolving with- 
out the necessity of cutting a hole in the 
floor. Of course if the window is not 
too deep its elevation above the main 
floor solves this problem and the circle 
described by the cow in its revolutions 
is accomplished immediately back of the 
window floor. 



An Emblematic Coffee and Tea Display 



diamond is a banded globe of light blue 
with a scattering of white stars on the 
lower half. 

As the drawing will suggest, the win- 
dow display is made up of package teas, 
coffees, extracts, and some bulk displays 
of the two first named. The different 
styles of packages that your stock affords 



(Concluded from page 90) 

should be shown to give variety to the 
window. 

The emblems can be used in a very 
interesting manner in this connection, as 
there are several which are easily adapted 
to the use to which they can be put in 
displaying coffees and teas. 




Ill 



Additional Holiday Window Suggestions 

(Other ideas will be found on pages 102 to 112) 




z 



Window Display Number 1 



Of all the seasons of the year when 
the window artist is called upon for good 
displays the holiday season is perhaps the 
most important. However, there is one 
feature greatly in the trimmer's favor, he 
has plenty of material with which to work. 

The window display that bristles with 
attractiveness and reflects true Christmas 
spirit is the one that will prove the winner. 
The merchant who shows products in line 
with the holiday season in the most appe- 
tizing way will benefit now as at no other 
time of the year. The yuletide offerings 
which include food products of a great 
variety should be well displayed to remind 
the shoppers that you sell the goods they 
are looking for, and for this reason the 
importance of a good window trim cannot 
be emphasized too strongly just at this 
time. During the holiday season more than 
at any other time people buy "with their 
eyes." We must see to it that our mer- 
chandise is played up in the most attractive 
way. 

The goods that arouse the keenest in- 
terest, that whet the appetite most, are, of 



course, the ones customarily featured, such 
as oranges, dates, figs, raisins, cranberries, 
nuts, staple and fancy canned goods, both 
in tins and glass. Play up your candies, 
too. They show you a good profit and 
are worthy of your efforts. 

And don't forget the children. A few 
good toys, well displayed, will go far 
toward bringing in trade that might other- 
wise go elsewhere. 

The main feature of this window, No. 
1, is a large bust portrait of Santa Claus, 
which hangs on the rear wall of the win- 
dow. This portrait may be roughly 
crayoned on heavy, glazed, white paper 
if no larger appropriate print is to be 
had. Placards hang on either side, en- 
circled by holly wreaths, each one tied 
with a red ribbon, so as to leave the red 
streamers hanging down. 

The main floor space is covered with 
nuts. The words, "Same to You," are 
formed in smaller nuts, such as peanuts 
or some light color, to contrast with the 
darker color of the other nuts which cover 
the floor. 



W 



10 




Window Display Number 2 



Packing boxes of raisins, figs, dates, 
nuts, etc., are lined up on either side of 
the window, tilted back against the side 
wall. On these packing boxes and braced 
against the wall, a pyramid of raisin car- 
tons is built on each side. 

A line of canned goods borders the 
entire floor space. Canned pumpkin, plum 
pudding, fruits, etc., are arranged either 
alternately or conventionally in this line. 
Small sprays of the holly stuck into the 
openings between the cartons here and 
there will help to promote the holiday 
spirit of the window. A placard lettered 
"S. Claus, Esq.," is hung below the por- 
trait of Mr. Claus. 

The background of window No. 2 is 
covered with white bunting or sheeting. 
A silhouette of Santa Claus climbing over 
the roof of a building to the chimney is 
painted on the bunting with black paint, 
or it may be cut out of black paper and 



carefully pinned to the bunting with black 
pins. 

A placard lettered "Coming Events Cast 
Their Shadows Before" is hung or placed 
in a prominent position. This feature is 
sure to make a hit with the children. 

In front of this background the floor 
display is built. 



Four boxes of figs are placed diagonally 
in the center of the window and bordered 
with oranges. Truncated pyramids of 
raisin cartons are built against the wall 
at either side and topped with oranges. 
A row of cartons is also run along the 
back wall and topped with oranges. 

The entire remaining floor is then bor- 
dered with oranges and the floor covered 
with nuts, upon which boxes of candy and 
dates are arranged in conventional form. 



146 



A Stage Setting for Hallowe'en Display 




Few holidays lend themselves better 
to attractive and striking displays than 
Hallowe'en. The setting here shown is for 
the window with the high background, 
all enclosed, and can be used very effec- 
tively for the showing of products in the 
case or by the dozen for late fall and 
winter buying. 

A half-hour in the woods will supply 
the tripod upon which the kettle is hung. 
Colored papers will simulate the fire. If 
the entire background can be of a light 
green color, similar to the pumpkin leaves, 
the effect will be greatly increased. The 
festoons of corn, at either corner of the 
background, may be the real thing, prefer- 
ably, or of paper which may be secured 
from a fancy paper concern. The same is 
true of the frieze of pumpkins. Also the 



cats above. If the real thing in the way 
of pumpkins is used, the stands upon which 
they are placed must be firm enough to 
hold them, and it may be well to set the 
frieze back slightly to give a ledge above 
the center background upon which to place 
the pumpkin. Once the background and 
setting is made, care should be taken not 
to fill the rest of the space too full of 
merchandise. It is much better to use 
the latter sparingly, than otherwise. A 
barrel of fruit, upturned and overflowing 
on the floor, on one side of the pedestal, 
with nuts on the other side, or possibly 
the first early shipment of Malaga grapes, 
will be sufficient. If case goods are used, 
the cases should be broken and some of 
the cans or cartons taken out and arranged 
attractively on the floor or on the cases. 



147 



Thanksgiving Affords Wide Display Field 




Thanksgiving offers a rare opportunity 
to show a window display of varied and 
sumptuous food supplies. There is no time 
of the year when such quantities of all 
kinds of vegetables, cranberries, nuts and 
raisins are more universally consumed. 
The occasion is one of prosperity and rep- 
resents peace. 

America, of all the other large nations, 
seems to be particularly blessed on this 
Thanksgiving Day, with peace and pros- 
perity. The grocer might do well to sug- 
gest this to his patrons in the form of a 
peace window for Thanksgiving. 

A white dove cut-out carrying the olive 
branch, is suspended by threads from the 
ceiling, at not too great a height. The 
goods used in the display should be selected 
from among the popular Thanksgiving 
table edibles. A double row of cartons 
running around the entire window forms 
a low wall around the back and two sides 



of the window. Upon this wall the display 
is built.* Well to the front and on either 
side is a vase of evergreen branches. At 
the rear center, a pyramid of two rows 
of cartons supports two jars of mincemeat. 

The remaining space on the wall is oc- 
cupied principally by apples, into which 
turkey feathers have been stuck in such 
a manner as to form a sunburst or fan. 
If the feathers are carefully selected and 
well arranged, the result will suggest the 
spread tail of the turkey gobbler. 

The remaining floor space is covered 
with cranberries, into which is lettered the 
word "Thanksgiving," the letters being- 
made of unpopped corn. This is done by 
making framework for each letter. The 
frames are best made from a half-inch 
strip of tin. Fill up to the frame with 
cranberries, fill in with corn, then remove 
the frame carefully. 



148 



Building the Thanksgiving Display 




A particular feature of a Thanksgiving 
window is the background decoration. A 
very large turkey wishbone is made on 
a light framework padded with paper or 
other material and covered over with heavy 
paper then painted. This large wish bone 
is hung on the center of the background. 
In the center of it is placed a large Ameri- 
can shield with the white stars on the 
blue field and red and white stripes below 
it. Grouped about this arrangement are 
the Allied flags, nicely draped. On the 
floor at the back of the window are ar- 



ranged four pyramids of cartons, each one 
topped with a jelly glass with the American 
flag flying above. Conventionally placed 
and spaced are five low fixtures upon each 
of which is a group of bottles. Grouped 
about the base of each one of these are 
three cartons in curved arrangement. In 
the spaces between these five groups are 
five mincemeat jars. In the foreground 
of the window small cartons are used to 
form a scalloped effect of five scallops 
across the entire width of the window. 




110 



PART THREE 



REPRODUCTIONS OF PHOTOGRAPHS OF STRIKING 
AND UNUSUAL DISPLAYS BY GROCERS 



tA 



MONG the displays illustrated, 
all of which received the acid 
test of actual service, are several 
which gained more than local im- 
portance. Included in these pages 
are a number which won prizes for 
effective appearance. A study of 
these plates will furnish many an 
idea for successful display units 



152 




An attractive display in which fancy paper is used to 
splendid advantage both for color effect and because of its 
decorative value; one of the type of windows with high 
background and a display easily made but not easily over- 
looked. 




This window won a ptize in a contest for display of Cali- 
fornia raisins. It is marked by the clever manipulation of 
cartons of raisins. Baskets of grapes in the centers of the 
carton .circles and the judicious Tuse of display material, made 
this well deserving of a prize, full Of color and sales- 
attracting. 

153 




This triple-decked window in a Chicago store gave three 
opportunities for display of Christmas merchandise. The 
second story was built on standards, the third display being 
shown on a shelf hanging from the ceiling. Nuts, fruits and 
fancy candies and packages made up the assortment. 




Here is another fancy holiday display in which fruit, 
packaged goods and fancy bottled goods form the basis. The 
backgrounds are elaborately painted on wall board. This 
window is suited only for use with high backgrounds. 

154 




Featuring canned goods by the dozen and case for Fall 
purchase, this window was a great success. The pergola 
was built from light lumber covered with muslin, artificial 
flowers and vines furnishing the color scheme. 




A Spring window in the same store, featuring seasonable 
canned vegetables, fruit and fancy groceries, shows another 
very interesting type of background, readily built from light 
lumber and wondrously attractive. No question exists as to 
the selling valtie of this display. 

155 





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The windows on this page should be compared with those on 
page 155, as they appeared in the same store — that of Metzler & 
Schaefer Company, Champaign, Illinois. Above, Spring window 
with its attractive arrangement of background and tastily ar- 
ranged display of seasonable merchandise. Below, the Christmas 
fireplace featured in the background, the mantel loaded with 
toothsome viands, candies and baskets of fruits. In the fore- 
ground, nuts of various kinds are displayed in mass formation, 
while boxes of figs, fancy prunes, dates and fruits appear. Surely 
a gustable display, designed, as Dickens would put it, "to make 
the mouth water gratis." 




156 




Above, a Thanks- 
giving window of the 
massed type, featur- 
ing everything re- 
quired for the feast 
and topped off with a 
frieze of turkeys, 
pasted on the glass at 
the top of the win- 
dow. In the center, a 
Christmas fireplace, 
less pretentious, but 
none the less attrac- 
tive, through its ar- 
rangement of fruits 




and nuts on the floor 
of the window and 
the tasteful building 
up of the display on 
either side. A colored 
light in the fireplace 
produced the glow 
while the stockings 
add the finishing 
touch. Below, a Cali- 
fornia idea of a Hal- 
lowe'en window, sim- 
ple, attractive, built 
from material easily 
obtained. 




157 




For the open 
window without 
background, this 
is a sales-compel- 
ing arrangement 
of fruits. Light 
timber furnishes 
the skeleton work, 
upon which fancy 
papers are ar- 
ranged to produce 
the effect and the 
whole topped with 
garlands of real 
or paper flowers. 



A really effec- 
tive, small Thanks- 
giving window of 
colorful fruits and 
vegetables. Note 
the use of the to- 
mato cans in the 
foreground and 
picture the colors 
produced by cauli- 
flower, cranber- 
ries, grapefruit, 
apples. 





A Christmas dis- 
play, massive in 
its character, the 
colored bells at 
the top giving the 
suggestion and the 
turkey in the cen- 
ter foreground 
furnishing a touch 
of color. A well 
arranged series of 
units. 



158 









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A display in the Kunze store, one of the most attractive 
windows in Chicago. In the center a painting of apples is 
so real that the actual fruit displayed in front is not readily 
distinguishable. 




This three-display window was colorful and attractive, com- 
bining showings of canned goods and fresh fruits and vege- 
tables. 



159 



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A tasteful arrangement of packaged goods, canned goods and glassed fancy merchandise, framed by the 
garlands of leaves gathered from the woods. 



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The festoons flung across the front of the window furnish an interesting treatment for this con- 
ventional, but highly pleasing, display of varied merchandise. 





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A Christmas window, well balanced, containing a number of 
display units of various merchandise that can be adapted for 
many uses. Fancy baskets alway add a pleasing touch. 

ICO 




A glimpse reveals the purport of this display. Light lum- 
ber or compo board properly stained gives the fireplace effect. 
Grouping of the canned and bottled goods with the dried 
fruit, fresh fruit and nuts is happy. 



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A particularly 
pleasing window for 
Christmas, simple 
and readily arranged 
in the window with 
a low background. 
The figure of a San- 
ta Claus at the right 
and the chimney on 
which rests the large 
basket of fruits can 
be secured in papier 
mache. 



Another simple 
Christmas display of 
fruits, nuts and 
candies. Note the 
candles placed reg- 
ularly in the fore- 
ground. The toy 
house lends a pleas- 
ing touch. 




11 



161 




No necessity for explaining the import of this window. 
For the country store, the pumpkins, corn and cornstalks are 
readily available. No Hallowe'en opportunity is overlooked. 





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For the drive on a single item a concentration of effort in the 
window is a great advantage. This Hawaiian pineapple display is 
an excellent one of that type. 

162 





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Flour is not easy to display attractively, but the window 
trimmer certainly has overcome his difficulties well in this 
massed display. A remarkably effective window for a drive 
on one particular item and some real ideas for unit displays 
of flour. 




This sorghum display disposed of the merchant's stock in 
three days. The sugar cane itself adds a touch entirely ef- 
fective. Too much stress cannot be laid upon the necessity 
occasionally of concentrating the window on one or two items. 



163 



















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The house behind the merchandise is 
a most important factor. Recognizing this 
fact, many firms, on request, will furnish 
illustrations of their homes for use in the 
store or in the display window. The two 
displays on this page feature such mate- 
rial. The display above is built about the 
framed reproduction of the "Home of the 
Merchandise." The merchant displays 
thoughtfully and interestingly the wide 



range of merchandise which can be bought 
under the exclusive agency brand which he 
carries. 

A little different idea is shown in the 
illustration below. The cut-out of the 
Home of the Merchandise is furnished by 
the manufacturer and the merchant has 
taken advantage of this, not only to feature 
foods from the factory, but to drive home 
the fact that other items are available. The 
results are excellent in each case. 



164 




Above, a remarkably effective treatment of a 
single item of merchandise, arranged about a cut- 
out in colors furnished by the manufacturer. This 
is one of the best illustrations of the high type of 
window display material furnished by manu- 
facturers on request. 



Below is another attractive and effective dis- 
play. The large cartons are furnished by the 
manufacturer, the small ones being actual pack- 
ages from stock. This display is readily worked 
out and in every way sales-making. 




165 




An example of the lavish use of material furnished by 
manufacturers to feature a particular product. Such a dis- 
play is of greatest value in taking advantage of advertising 
or publicity work done by the manufacturer in a com- 
munity. The tendency in such a window is to overdo the 
amount of decoration and to lose sight of the merchandise 
itself. 



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A massed Christmas display which depended upon the 
colors of merchandise, particularly fruits, to accentuate the 
individual items. In particular the boxed fruits show to ad- 
vantage. The Christmas Greetings are red on a white back- 
ground, the letters being worked out in holly against white 
cotton batting. 

166 




167 




168 






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The veriest glance at the complete plan shown on these 
pages will illustrate how extensive a stock is carried in 
this store and how carefully the arrangement has been 
worked out. 

The front is of the island type with display windows 
and a modern store front on each side of the entrance, the 
double entrances leading on either side of the island in 
which there is always a most attractive display of mer- 
chandise. 

Immediately behind the island window is a fruit and 
vegetable display. Next the cashier's desk and equipment, 
the cigar and confectionery counter and the bakery goods, 
occupying the center of the floor as the customer enters. 
The two pillars on either side of the cashier's location are 
surrounded by a circular shelving upon which attractive 
displays always appear. 

Note particularly the divan at the right immediately in 
front of the fancy groceries' department. This is for the 
convenience and comfort of the women customers and 
gives them an opportunity to sit down while they are being 
waited upon. It is a feature worth many dollars a year. 
Another feature is the general office, an absolute neces- 
sity in these days in a store of that kind. This plan is 
well worth careful study and consideration. 



169 




170 



PART FOUR 

STORE INTERIORS 

|f-|-|RRANGEMENT of store interiors, efficiently and 
L*jy economically to care for the trade, can make all the 
^™*= difference between profit and loss. This fact, being 
realized more and more, was particularly emphasized by 
reason of the lack of man power during the war. Any store 
plan which does not reduce to a minimum the number of 
steps necessary to fill each order is a drain on profits because 
it reduces the efficiency of the salesperson. The day is done 
in which it was necessary madly to race from one end of the 
store to another a half dozen times in order to complete 
the sale of a single order. Proper equipment, a massing of 
merchandise easily accessible and the departmentizing of the 
store have added greatly to the ability to handle sales. 

Aside from the question of a carefully studied plan to 
promote sales efficiency, but quite as important, are the 
factors of neatness in display, cleanliness in appearance and 
a maximum showing of profitable items which sell them- 
selves when the customer sees them. Constant suggestion 
on every hand by attractive displays of merchandise on 
counters and in counters swell profits by increasing turnover 
without adding to overhead expense. 

In the pages following are illustrated some floor plans 
and a number of pleasing and effective store interiors. 
The store plan is a matter for the merchant to determine 
for himself. Follow illustrations of what has been accom- 
plished along this line by thinking and planning retailers. 



171 



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Of peculiar interest in these illustrations are the trims on the ledges. Conventional they are, to be 
sure, but of a pleasing form and adding very much to the appearance of the interior of any store. Such 
displays must be changed frequently enough to avoid a sameness of appearance and assurance that clean 
merchandise always will be presented. 

180 



INDEX 

PART ONE 

The Modern Store Front 11 

Ventilation to Prevent Frosting 15 

Lighting the Show Window 18 

Writing Show Cards 21 

Photographing the Show Window '. 24 

PARTS TWO AND THREE 

Planning the Store 169 

WINDOW DISPLAYS AND TRIMS 

DISPLAYS FOR ALL HOLIDAYS 

For the Patriotic Window Display 27 

A New Year's Resolution Display 39 

Lincoln Window for Martyr's Birthday 53 

The Real Washington's Birthday Window 54 

Striking Decoration Day Windows 61 

Sane Fourth Window Suggestions 75 

Decorative Arrangement of Real Materials 76 

Reproducing Fire and Flames Effect 133 

Thanksgiving Menu Suggestions 102 

Two Thanksgiving Turkey Window Plans 103 

Thanksgiving Window Displays 104 

Thanksgiving Affords Wide Display Field 148 

Building the Thanksgiving Display 149 

A Thanksgiving Window 157 

Another Thanksgiving Display 158 

Some Feature Windows for Christmas 106 

Last Minute Suggestion for Christmas Feature 108 

The Revolving Christmas Tree Feature 109 

A Christmas Window . 112 

Building the Christmas Cross Window 113 

Evaporated Fruit — Christmas Window 117 

Two Christmas Window Suggestions 145 

A Triple-Decked Christmas Window 154 

Another Fancy Holiday Display 154 

The Christmas Fireplace Window 156 

A Christmas Fireplace Display 157 

A Christmas Display 158 

A Christmas Window 160 

A Series of Christmas Displays 161 

Another Christmas Display 166 

TIMELY WINDOW DISPLAYS 

"After the Turn of the Year" Sales Maker 51 

A "Back to the Regular Fare" Window. 114 

Valentine Candy Display Will Make a Hit. 55 

A Lenten Display of Fish and Cheese 56 

Here's Another Idea for Lent 57 

Easter Display Adorns Illuminated Window 132 

Chick Window Display for Easter Season 143 

A Display of Material for Spring Campaign — 37 

A Basket Window to Announce Spring 63 

A Spring Seeds Window 65 

A Spring Window of Fancy Dried and Canned Fruit , 156 

181 



A Spring Window with a Garden Gate CO 

Featuring Spring Merchandise 155 

June Bride Grocery Assortment Window 79 

Now Hail to the June Bride ! 127 

A Simple Summer Window Plan 71 

A "Welcome" Window of Refreshments 72 

Fan Display for a Breezy Window Effect 73 

A Cause and Effect Flour Feature 74 

Here's Another Good Summer Window 78 

A "Start to Finish" Summer Window 126 

A Fruit Jar and Can Window 92 

Settings for Harvest or Autumn Window 97 

Fall Canned Goods Window 155 

Tackling Trade with a Football Play 79 

A Variety of Hallowe'en Window Plans 99 

A Stage Setting for Hallowe'en Display 147 

A Hallowe'en Window 157 

Another Hallowe'en Window 162 

NOVELTY WINDOW DISPLAYS 

Trim for Window with High Background 64 

A "Light Lunch" Materials Arrangement 94 

A High School as a Window Center 96 

The Tower Window and How to Build It 115 

A Decorative Window of Fancy Groceries 116 

A Shelf Arrangement for "Stock Idea" 118 

"Stepped and Pyramid" Display Window 119 

The Brightest Window on the Street. 120 

The "Right of Way" to the Consumers' Trade 121 

A Novel Quality Argument Window 122 

A Revolving Display Shelf Feature 123 

Panama Canal as a Window Feature 124 

The "Locomotive in the Window" Feature 125 

A Fancy Goods Window with a Feature to It 128 

A "Fountain Head of Groceries" Plan 129 

"A Look Around Our Window" Arrangement 130 

"Our Brands Given the Decision" Feature 134 

The Rebus Window Message Will Appeal 135 

A "Paris Hat" Idea as a Window Topic 136 

Display Suggests School Lunch Material 137 

A Series of Nursery Rhyme Windows 138 

The Jack and Jill Episode Reproduced 139 

Peter's Pumpkin and Old Mother Hubbard 140 

Another Novelty Feature and How to Make It Work 141 

A "Close to Nature" Picnic Goods Setting ' 142 

A Sorghum and Syrups Display 143 

DISPLAY'S FOR FLOUR AND BAKING MATERIALS 

Dutch Windmill Feature for Flour Display 40 

A Home Baking Materials Combination Plan 41 

Flour and Baking Materials Displays 42 

A Window Help to Push Flour Sales 43 

A Baking Accessories Display Plan 44 

Your Baking Powder is a Strong Displav ; 45 

A Flour Display 163 

A Baking Powder Display 166 

DISPLAYS FOR PACKAGED GOODS 

Featuring Crackers in the Display Window , 29 

A Minimum Quantity Foods Display 48 

Variation of the Arch Idea for Cartons 49 

An Artistic Layout for Bottles and Cartons. 64, 65 

Arch Window Display of Breakfast Foods: '....; 67 

Breakfast Suggestion Display Plan 6S 

A Novel Window Displav for Cereal Goods ..." 69 

An Artistic Carton and Bottle Plan 70 

A Color Scheme Variation for Cartons and Cans 98 

Packaged Raisins Window ........' 153 

A Display of Salt in Cartons '. 165 

182 



DISPLAYS FOR BOTTLED GOODS 

An Artistic Layout for Bottles and Cartons 64, 65 

An Artistic Carton and Bottle Plan 70 

Novel Feature for an Olive Arrangement 131 

DISPLAYS FOR COFFEE AND TEA 

An Emblematic Coffee and Tea Display 90 

Oriental Setting for Tea or Coffee Display -. . . 91 

A Coffee Window Display Demonstration r . . 93 

Catchy Layout for Coffee and Tea Window 101 

DISPLAYS FOR CANNED GOODS 

Placard Window Makes Attractive Display 28 

Baked Beans and Soups in Combination Plan 52 

Getting Ready to Push New Canned Goods 86 

An Elaborate Canned Goods Setting 87 

The "Big Can" Canned Goods Display 88 

Canned Goods Display with a Feature 89 

Contrasting Fresh Fruits with New Pack in Containers 95 

A Color Scheme Variation for Cartons and Cans 98 

Featuring Canned Goods by the Dozen and Case 155 

Featuring Spring Merchandise 155 

Canned and Packaged Goods Display 160 

A Canned Hawaiian Pineapple Display 162 

DISPLAYS FOR FRESH FRUITS AND VEGETABLES 

Tasty Fresh Fruit and Vegetable Display 46 

For Color Effects in "Green Goods" 58 

"Here's a Suggestion for Your Vegetarian Dinner" 59, 60 

An Elaborate Fresh Fruit Window 158 

Two Fruit Displays 159 

A Harvest Home Window 167 

DISPLAYS FOR DRIED FRUITS 

Making the "Fan" Dried Fruit Window 46 

A Combination Dried Fruit and Cereals Window 57 

Evaporated Fruit — Christmas Window 117 

DISPLAYS FOR CLEANING SUPPLIES, SUNDRIES 

Window for Housecleaning Sundries 30 

Cleaning Supplies Offer Display Material 31, 32 

"Dirt Departs When These Cleaners Are Used" 33 

A Formidable Window Display of Sundries 34 

Window Displays of Brooms and Cleaning Supplies 35, 36 

Display of Material for Spring Campaign 37 

A Soap and Soap Powder Layout 50 

A Toilet Soap Display 165 

MISCELLANEOUS WINDOW DISPLAYS 

Basic Plans for Window Display Groups 81, 82 

Small Window Trimmed for Action 83 

Backgrounds and Foundations 84 

For the Two Small Windows Store Front 85 

An Artistic Layout for High Back Window 94 

A Fancy Fruit Window 153 

A Window of Festoons 160 

Two Displays of the Plants Behind Merchandise 164 

A Refrigerated Window 167 

Massed Merchandise Windows 170 

PART FOUR 

Store Interiors- (Illustrated) 171 

183 



No man knows everything 

but any man can And out anything 



about the 



Grocery Business 



m 



Bs Grocer's Encyclopedia 

By ARTEMAS WARD 

The Greatest Book in the Literature of Food. Read and en- 
dorsed by Government and Health Officers, Food Specialists, 
Chemists, Schools, Colleges, Institutions, Jobbers and Manu- 
facturers — and successful wholesale and retail grocers in all 
parts of the U. S. and Canada. 



When in doubt, get the habit of "looking it up in the Ency- 
clopedia." In its pages- is complete, authoritative and up-to-date 
information on every article handled by the grocery trade. Hun- 
dreds of trade "pointers" which are of practical value in buying, 
selling and caring for goods'. An encyclopedia of all foods that you 
have ever seen or heard of. 

So high is its> practical value that several large houses 1 have 
purchased from six to fifty copies for distribution to branch man- 
agers and salesmen. 

Large Quarto ; 1,200 Subjects 1 ; 748 pages; 500 illustrations; 
80 full page color plates ; heavy calendered paper ; strong, gilt-lettered 
buckram covers. 

Only $10— Delivery Prepaid 



Send your order to the 



Modern Grocer Publishing Co. 

(Book Department) 
215 South Market Street CHICAGO 



PALMOLIVE 
SOAP 




A perfect combination of PALM and OLIVE oils-. 

PALMOLIVE can be attractively and profitably displayed in 
your windows. 

We will be glad to send you our latest and most successful 
window display — all charges prepaid. 

Don't fail to study the photograph of this splendid window 
trim in this grocery window book on page 145. 

When writing us for displays, please address 

Advertising Department, 

PALMOLIVE COMPANY 

MILWAUKEE, U. S. A. 



<§SgjpS£^ 




You, Mr. Grocer, can have a complete set of 
our latest window display success, sent pre- 
paid with full instructions how to set it up. 

This attractive window trim will make it 
still easier for you to sell more 

CALUMET 
BAKING POWDER 

In spite of the increased costs for materi- 
als entering into the manufacture of CALU- 
MET BAKING POWDER, there is still 
a large margin of profit for you in selling 
the world's best baking powder. 

A photograph of our latest window display 
creation is on page 166 in this window 
book. 

Be sure to write us today for your set and 
in writing please address the 

Advertising Department, 

CALUMET BAKING POWDER CO. 

CHICAGO, ILLINOIS 



What are your quality standards? 
People want to know 



There used to be a common belief that "salt was 
salt" and that was all there was to it. 

Nowadays the wise housewife knows that salt may 
be most anything but salt, so she's mighty particular 
what she gets. 

She knows that Morton's Salt is 
pure; that "it always pours" — and 
you probably give it to her if she asks 
for it — you have it on your shelves. 

But here's the important thing for you to consider. 
Let the people know you have standard goods. Use 
the books, dummy cartons, hangers, etc., which we 
will be glad to send you, announcing that you have 
Morton's Salt. It gives people an idea of your quality 
standards ; if you have the best in salt, you have it 
in other lines — that's the point. And nowadays 
people are doubly cautious of what they buy. They 
must know it's good, of high quality, and they're 
going where they know they can get such things. 

A window display will increase your sales — try it 



Morton Salt Co 

Railway Exchange Bldg. 
MORTON'S Chicago 

Salt 

When it rains iHJi|ll;H 




Books You Should Have 



The Modern Grocer believes every 
merchant ought to have a library of 
helpful books. Those described below 
are selected carefully and believed 
to be the best in their respective fields. 



SUCCESSFUL RETAIL ADVERTISING 

This large book (one of the largest Advertising 
books published) of nearly 500 pages, is devoted exclu- 
sively to the subject of Retail Advertising. It discusses 
1,000 advertising phases of 500 different subjects. 

Every store must do some advertising. Every mer- 
chant should have this book, as it will answer any 
question which may come up relative to the store's 
advertising. It is a complete reference library, fully 
illustrated. Bound in full cloth, sent postage prepaid, 
upon receipt of $2.00. 





FAUST'S COMPLETE 
CARD WRITER 

A complete course in the study 
of card writing. Treats on the use 
of every known medium. 163 ex- 
amples of show cards, over 100 
alphabets. This is the newest book 
out and, at the price, the best book 
we have. Postpaid, paper cover, 
$1.25; cloth cover, $1.75. 



SHOW WINDOW BACKGROUNDS 

A book illustrating and explaining how to make 150 dif- 
ferent background decorations for your show windows. Every 
background design is drawn in such a way that any one can 
follow out the idea the same as a carpenter does his work 
from blue prints. Every detail is fully illustrated and fully 
described with complete text matter. 

The first half of the book has the windows arranged in the 
order in which they should be installed, thus being a yearly 
window trimming program. 

The book is in the form of a calendar, showing dozens of 
different ideas for every month in the year. 256 pages, printed 

in two colors, bound in heavy de luxe cloth. Sent postpaid for $1.50. 

MODERN GROCER PUBLISHING C0.(Book Depart™.) 




215 South Market Street 



CHICAGO 




Y.1MIV REFLECTORS-STANDARD 
JkSMZZ FOR SHOW WINDOWS 

Because of 

1. Current Economy. 

2. Correct Light Distribution. 

3. Permanent Brilliancy. 

4. Ease of Cleaning. 

5. Blown of one Piece, Glass. 

6. Mirrored with Pure Silver. 

LET THE LOCAL ELECTRICAL DEALER ASSIST IN 

SELECTING AND INSTALLING THE CORRECT 

X-RAY REFLECTOR FOR YOUR WINDOW 



National X-Ray Reflector Co. 

General Offices 
New York 235 W. Jackson Blvd. San Francisco 

CHICAGO 




ncrease 



Your B 



usmess 



D 



ecorate wi 



tb 



Art Flowers 

and make your windows at- 
tractive. 

Most complete line of Sprays, 
Vines, Garlands, Busnes, 
Palms, Plants and Flowers of 
all description shown in Cata- 
logue No. 925. 

Write for it. 

Carl Netscnert, Est. 

12 to 22 N. Michigan Avenue 
4th Floor Ward Building 

CHICAGO, ILL. 




Future Order Record 



has saved thousands for merchants, it will save for you. 
Complete record of every transaction. Bound in buckram, 
printed on expensive ledger paper, sent postpaid to you 
for before-the-war price of $1.00. 

Ropp's Price Marking Tables You can tell 

at a glance 
the price you must sell any goods to make a profit over 
expense. It's the handiest book on the market. Know 
that you're getting a profit, don't guess. Worth its weight 
in gold but sold for only $2.00. 

Order both these books today 
and stop leaks. Address 

Modern Grocer Publishing Co. 

215 So. Market St., CHICAGO 



Two Books Every 

Grocer Needs 

Guessing is the most expensive pro- 
cess in business. Stop it and make 
more profit. These books help. 



Know what and where you buy futures. They 
cost too much to gamble or guess. This Record 




A MASTER SALESMAN 

WORKING 24 HOURS A DAY and 
NEVER ASKING FOR A RAISE 

Clerks leaving you? 

Is it hard to replace them? 

Are you looking for relief? 

Would you be willing to pay 50 cents a day 
to a master salesman, who would show every 
customer every day from 30 to 40 kinds of 
foodstuffs? 

And if that salesman stayed in the store nights and 
Sundays and holidays, keeping the food which he 
was selling protected from dust, dirt, mice, bugs and 
excessive evaporation — and he never asked a cent 
for this extra work — wouldn't you think he was a 
wonder? 



That's what the SHERER 
COUNTER DOES. 



DISPLAY 



There's a style and a size to suit your business. 

Drop us a line and we will let you know how you 
can secure the services of this master salesman. 




PATENTED 



Sherer-Gillert Company 



17th and Clark Streets 
CHICAGO 




A Sales Idea for 
Five Cents 

N every issue of The Modern 
Grocer, Chicago, appears at 
least one idea for a sales compelling 
display window. It's a business 
paper, weekly, full of vital infor- 
mation on buying, selling, store 
management, markets, news— every- 
thing a grocer needs— all for $2.50 
a year— five cents a week. Sub- 
scribe today for The Modern 
Grocer, Chicago— and for at least 
one other 

Business Paper 



102 



LIBRARY OF CONGRESS # 

021 048 273 8 



ESTABLISH your reputation 
i as a quality grocer by win- 
dow displaying. :: 



»• «* 



RICHELIEU, 
FERNDELL 

OR 

BATAVIA 

Pure Food Products 

and profit by the acknowl- 
edged superiority of these 
brands of food products. 



Sprague, Warner & Company 

Chicago 



